Does a Parent’S Social Economic Status Affect the Effects of Television Advertising Directed to Children? Findings From Field Experiments of Kindergarten Samples in South Korea

Seung (Seung-Chul) Yoo, Loyola University Chicago, USA
Eunji Cho, University of Wisconsin - Madison, USA
This research investigates the effects of a parent’s socio economic status (SES) on children’s responses to television advertising by comparing the children of low SES and high SES families in a kindergarten setting in terms of attitudinal and behavioral reactions to TV advertising.
[ to cite ]:
Seung (Seung-Chul) Yoo and Eunji Cho (2013) ,"Does a Parent’S Social Economic Status Affect the Effects of Television Advertising Directed to Children? Findings From Field Experiments of Kindergarten Samples in South Korea ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.