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Journal Article

A Longitudinal Study of Television Advertising Effects

George P. Moschis and Roy L. Moore
Journal of Consumer Research
Vol. 9, No. 3 (Dec., 1982), pp. 279-286
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488623
Page Count: 8
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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.
A Longitudinal Study of Television Advertising Effects
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Abstract

While many research questions regarding the effects of television advertising in consumer socialization require longitudinal research designs, nearly all previous research studies in the area have been cross-sectional or experimental. This article presents the results of a longitudinal study using a two-wave panel of adolescents with lag greater than a year. The study attempts to answer some questions regarding the effects of television advertising in the short run as well as in the long run.

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