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



Share Proceeding

Featured papers

See More

Featured

P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.