Open-ended interviews were conducted with 224 boys from first, third, and fifth grades to gauge their cognitive understanding of the structure and purpose of TV commercials and selectiveness of attitudinal response to them. Multiple measures also taken for maturational development, socialization, and television exposure as predictor sets.…

Examines parental control over children's television viewing, as reported by parents and as reported by the children themselves. Results showed a more general pattern of exaggeration by parents than was reported by children regarding television control by parents. (Author/DEP)

The findings of this study indicated that children's capacity to comprehend television advertising is primarily a developmental phenomenon, although social and experiential factors may have a moderate positive and a minor negative influence, respectively. Research subjects were 289 elementary school boys of first, third, and fifth grade levels,…

Assesses the television-viewing behavior of American, Japanese, and British children and examines several determinants of product-requesting behavior and parent-child conflict. (MM)

Reviews the current research on the effects of television advertising on children and the interaction between parent and child regarding the child's consumer behavior. Suggests areas for future research. (JMF)