An experimental test of the harmful effects of premium-oriented commercials on children

Authors
Shimp, Terence A. Dyer, Robert F. Divita, Salvatore F.
Citation
. Shimp, Terence A. et al., An experimental test of the harmful effects of premium-oriented commercials on children , Journal of consumer research Consumer research;JCR , 3(1), 1976, pp. 1-11
Journal title
Journal of consumer research Consumer research;JCR → ACNP
ISSN journal
00935301
Volume
3
Issue
1
Year of publication
1976
Pages
1 - 11
Database
ACNP
SICI code
Abstract
This study constitutes an experimental test of the Federal Trade Commission's proposed ban of child-directed television commercials promoting premiums. These preliminary results are generally non-supportive of the FTC's position and question the legitimacy of the proposed guide.