The effects of product-based programs and advertisements on the toy choices of 3-5 year old boys

Kemp, Sophie (2011). The effects of product-based programs and advertisements on the toy choices of 3-5 year old boys Honours Thesis, School of Psychology, The University of Queensland.

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Author Kemp, Sophie
Thesis Title The effects of product-based programs and advertisements on the toy choices of 3-5 year old boys
School, Centre or Institute School of Psychology
Institution The University of Queensland
Publication date 2011-10-12
Thesis type Honours Thesis
Supervisor Dr Mark Nielsen
Total pages 105
Language eng
Subjects 1701 Psychology
Abstract/Summary Product-based programs, or "program length commercials", use the guise of a television program to promote toy products to children, and are often associated with advertisements for products on which the show is based. The present study investigated whether children's toy choices were affected by their exposure to product-based programs and advertisements for toys related to them. Thirty-six pre-school aged boys viewed a children's television program (either product-based or non product-based) with a number of embedded advertisements (related and/or unrelated to the television program viewed). Children then chose a toy from a "toy store" and were observed during 4 minutes of free play with several toys (both related and unrelated to the programs and advertisements they viewed). It was predicted that, overall, children would want to have and play with toys related to the product-based programs and advertisements, and that this preference would be the greatest for children exposed to both the program and the ad for which the toy was linked. The results indicated that product-based programs and advertisements potentially influenced which toys children chose from the "toy store", however did not affect which toys they subsequently chose to play with. Although the mean duration of time children spent playing with toys from the product-based programs and advertisements in the first 2-minute stage of free play were in the predicted direction, this effect was not significant. The current findings illustrate the potential effects product-based programs may have on children‟s behaviour and highlight the need for future research into these increasingly popular children's programs.
Keyword Effects of product-based programs
Toy choices
3-5 year old boys

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