Research Details

Abstract

The authors examine the conditions under which children are likely to make attitude-consistent choices in response to a television commercial. Two experiments show that children's age and the demands of the choice task are determinants of attitude-behavior consistency. These findings are discussed in terms of children's decision-making abilities and the more general issue of how attitudes are related to behavior.

Type

Article

Author(s)

Deborah L. Roedder, Brian Sternthal, Bobby Calder

Date Published

1983

Citations

Roedder, Deborah L., Brian Sternthal, and Bobby Calder. 1983. Attitude-behavior consistency in children's responses to television advertising. Journal of Marketing Research.(4): 337-349.