This research assesses reactions to Saturday morning television advertising by four to twelve year old children and their mothers and examines young viewers' naturalistic learning of facts, attitudes, and behavior from commercials. An omnibus questionnaire was administered to 738 children. Interviews were conducted with 301 randomly selected…

In this study, naturalistic patterns of parent-child interaction were unobtrusively observed in supermarkets to describe characteristics of breakfast cereal selection by 516 family units. The interaction sequence was summarized into five dimensions: initiating party, tone of initial message, type of response, type of consequence, and references to…