You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Children's Television Viewing Behavior
Journal of Marketing
Vol. 44, No. 2 (Spring, 1980), pp. 48-55
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249976
Page Count: 8
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Children watch television much of the telecasting period rather than just Saturday morning. Their peak viewing time is the same as for the general population. Children are not passive acceptors of telecasts; they demonstrate substantial seasonal variations in viewing volume and respond both positively and negatively to changes in program structure.
Journal of Marketing © 1980 American Marketing Association