The Control of Commercials Targeting Children: an Experimental Approach to Investigate Context Effects

This paper presents two experiments investigating the impact of the program preceding TV ads on the effectiveness of these ads targeted at children from eight to 12. The objective is to provide answers to Policy Makers in charge of the control of advertising aimed at children in Europe and more particularly to the restrictions recently imposed in the French-speaking part of Belgium. Theoretical explanations for program effects offer a framework for this research.



Citation:

Claude PECHEUX, Christian DERBAIX, and Ingrid PONCIN (2005) ,"The Control of Commercials Targeting Children: an Experimental Approach to Investigate Context Effects", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 444-453.

Authors

Claude PECHEUX, Catholic University of Mons, LABACC, Belgium
Christian DERBAIX, Catholic University of Mons, LABACC, Belgium
Ingrid PONCIN, ESC Lille, France



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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