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Children's Understanding of TV Advertising: Effects of Age, Gender, and Parental Influence

โœ Scribed by Tammo H. A. Bijmolt; Wilma Claassen; Britta Brus

Book ID
110241858
Publisher
Springer
Year
1998
Tongue
English
Weight
95 KB
Volume
21
Category
Article
ISSN
0168-7034

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## Abstract The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the m