Commercials in the classroom: The impact of Channel One advertising

Jeffrey E. Brand, Bradley S. Greenberg

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Assessed the impact of Channel One advertising (i.e., televised in-class advertising linked to news broadcasts) by testing for differences between viewers and nonviewers using 3 variables: purchase intentions, actual purchases, and discussions about products with peers and parents. 373 students (mean age 15.5 yrs) in Channel One schools and 454 students (mean age 15.8 yrs) in control schools participated in the study. All Ss received identical questions in an identical sequence for the testing of all dependent variables. Experimental Ss also completed questions about Channel One advertising recall. Results reflect impacts in affective, behavioral, and cognitive domains. Advertising on Channel One was found to impact adolescents' cognitions about advertised products, produce positive affect toward products advertised, enhance their consumer orientations, and add to their intentions to purchase the advertised products. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Original languageEnglish
Pages (from-to)18-27
Number of pages10
JournalJournal of Advertising Research
Volume34
Issue number1
Publication statusPublished - 1994

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