Some Unintended Consequences of TV Advertising to Children

Marvin E. Goldberg · Gerald J. Gorn

160 citations0/0 files storedJournal of Consumer Research

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Child Development and Digital Technology Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

The results of this study with preschool subjects suggest that TV advertising directed at children may: (a) lead the child to select material objects over more socially-oriented alternatives, (b) potentially increase parent-child conflict, and (c) may lead to a more disappointed, unhappier child.

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References

1963Social learning and personality development 1974Children and Commercial Persuasion: An Attribution Theory Analysis 1976The Unhealthy Persuader: The Reinforcing Value of Television and Children's Purchase-Influencing Attempts at the Supermarket 1960A study of values: a scale for measuring the dominant interests in personality 1966Direct Observation of Purchasing Behavior

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1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 2015Materialistic Values and Goals 2007Growing up in a Material World: Age Differences in Materialism in Children and Adolescents 2007The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests 2013Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations 1998Children's Understanding of TV Advertising: Effects of Age, Gender, and Parental Influence 2000Media and youth consumerism 2000The Impact of Television Advertising on Children's Christmas Wishes

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