A Longitudinal Study of Television Advertising Effects

  title={A Longitudinal Study of Television Advertising Effects},
  author={George P. Moschis and Roy L. Moore},
  journal={Journal of Consumer Research},
While many research questions regarding the effects of television advertising in consumer socialization require longitudinal research designs, nearly all previous research studies in the area have been cross-sectional or experimental. This article presents the results of a longitudinal study using a two-wave panel of adolescents with lag greater than a year. The study attempts to answer some questions regarding the effects of television advertising in the short run as well as in the long run. 
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Editor's Note: With this issue we begin a new section of HCR which is devoted to brief reports of research. This section is devoted to research which is designed to replicate previous work, papers
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