Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This 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.

Attitude-Behavior Consistency in Children's Responses to Television Advertising

Deborah L. Roedder, Brian Sternthal and Bobby J. Calder
Journal of Marketing Research
Vol. 20, No. 4 (Nov., 1983), pp. 337-349
DOI: 10.2307/3151438
Stable URL: http://www.jstor.org/stable/3151438
Page Count: 13
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
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.
Attitude-Behavior Consistency in Children's Responses to Television Advertising
Preview not available

Abstract

The authors examine the conditions under which children are likely to make attitude-consistent choices in response to a television commercial. Two experiments show that children's age and the demands of the choice task are determinants of attitude-behavior consistency. These findings are discussed in terms of children's decision-making abilities and the more general issue of how attitudes are related to behavior.

Page Thumbnails

  • Thumbnail: Page 
337
    337
  • Thumbnail: Page 
338
    338
  • Thumbnail: Page 
339
    339
  • Thumbnail: Page 
340
    340
  • Thumbnail: Page 
341
    341
  • Thumbnail: Page 
342
    342
  • Thumbnail: Page 
343
    343
  • Thumbnail: Page 
344
    344
  • Thumbnail: Page 
345
    345
  • Thumbnail: Page 
346
    346
  • Thumbnail: Page 
347
    347
  • Thumbnail: Page 
348
    348
  • Thumbnail: Page 
349
    349