Since the last century, we have witnessed a steady evolution of advertising techniques in an effort to adapt to the new social context in the market. As a strategic resource, Neuroscience brings a new perspective by allowing you to explore those difficult or verbally unconscious motives behind consumer behaviours. The present work aims to discover…

This study aimed at determining the interaction between parents and adolescents pertaining to television advertisements as a consumer socialization agent and the effects of advertisements on the purchasing decisions of adolescents. The effects of age and sex were also investigated. The sample included 240 high school students in grades 9, 10 and…

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

Reports that adolescents learn consumer skills primarily from parents and from newspaper and television contact. (FL)

The purpose of this research study was to present an objective examination of the attitudes of seven key respondent groups towards the major issues surrounding television advertising and children. A mail questionnaire was used as the major research instrument for the initial survey, and personal interviews were used to gather data for the general…

Reports that survey respondents expressed no preference for either male or female newscasters on local television news shows, and that their interest was highest for stories about the economy and being wise consumers. (FL)

A longitudinal study examined both the short term and the long term effects of television advertising on the development of adolescents' consumption-related orientations. Questionnaires were administered to 556 adolescents in a number of schools in a southern state; a second wave of questionnaires was administered to a subsample of 230 of these…

Examines the attitude among 161 Black teenagers toward athletic shoe television advertisements featuring Black athletes, the perceived influence of such ads on the perception of the product and on the purchase intent, and any parent-child purchasing conflict. Findings show the ads had influence in the purchase decision and that parent-child…

Investigated whether public service announcements (PSAs) on the nature of television advertising affect (1) children's awareness of advertising intent; (2) their belief in its truthfulness; and (3) their perception of advertised products. Data indicate that PSAs can influence children's perceptions of advertising's credibility and can affect their…

This document contains the proceedings of a conference on the themes of career competency, consumer education, and consumer research conducted in April 1982. The proceedings consist of 69 research reports (each with abstract) as well as a list of the conference participants, their affiliations, and addresses. The reports, which are indexed by…