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

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