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A New Scale to Assess Children's Attitude toward TV Advertising

Published online by Cambridge University Press:  03 March 2004

CHRISTIAN DERBAIX  and
CLAUDE PECHEUX
CHRISTIAN DERBAIX
Affiliation:
Laboratory for Consumer Behavior Analysis (LABACC) Catholic University of Mons, [email protected]
CLAUDE PECHEUX
Affiliation:
Laboratory for Consumer Behavior Analysis (LABACC) Catholic University of Mons, [email protected]
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Abstract

Children's opinion of advertising and their general skepticism toward it is of the utmost importance to both practitioners and those responsible for advertising control. In this article, the authors detail the development and validation of a scale measuring 8- to 12-year-olds' global attitude toward TV advertising. This scale has been built and validated in a French-speaking context following all the steps required by the classical Churchill (1979) paradigm.The authors are indebted to Richard Lutz at the University of Florida for insightful comments on an earlier version of this article.

Type
Research Article
Information
Journal of Advertising Research , Volume 43 , Issue 4 , December 2003 , pp. 390 - 399
Copyright
© Copyright © 1960-2003, The ARF

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References

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