The Elimination of Advertising Directed At Children in Quebec: a Quasi-Experiment
Citation:
Marvin E. Goldberg (1989) ,"The Elimination of Advertising Directed At Children in Quebec: a Quasi-Experiment", in NA - Advances in Consumer Research Volume 16, eds. Thomas K. Srull, Provo, UT : Association for Consumer Research, Pages: 790.
One recent natural experiment developed as a result of a law enacted by the Province of Quebec, Canada, eliminating advertising directed at children under 13 years of age, on Quebec-based TV stations. This left American border stations as the main source of information for those children's products that were specifically targeted at children. A quasi-experiment developed, inasmuch as this information (American TV commercials) was far more accessible to English-speaking than to French-speaking children in Quebec, given their relative affinities for American (English-language) programming. The law eliminating advertising directed at children was hypothesized to have considerable effect on French but not English Canadian children. Dependent measures included the awareness of various toys on the market and the number of children's cereals purchased. Results of the study are discussed. ----------------------------------------
Authors
Marvin E. Goldberg, McGill University
Volume
NA - Advances in Consumer Research Volume 16 | 1989
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