• DOI:10.1177/074391568600500112
• Corpus ID: 159142722

Animated Host-Selling Advertisements: Their Impact on Young Children's Recognition, Attitudes, and Behavior

@article{Hoy1986AnimatedHA,
  title={Animated Host-Selling Advertisements: Their Impact on Young Children's Recognition, Attitudes, and Behavior},
  author={Mariea Grubbs Hoy and Clifford E. Young and John C. Mowen},
  journal={Journal of Public Policy \& Marketing},
  year={1986},
  volume={5},
  pages={171 - 184},
  url={https://api.semanticscholar.org/CorpusID:159142722}
}

• M. Hoy, C. Young, J. Mowen
• Published 1986
• Psychology, Business
• Journal of Public Policy & Marketing

The use of program characters to promote products (host selling) was investigated in an experiment. Two variables were manipulated: 1) whether the commercial character was the same as or different than the program character and, 2) the position of the commercial relative to the program. The results revealed that young children, aged three to seven, could distinguish a host-selling commercial from programming. Additionally, the commercial's location relative to the program affected their ability… 

The use of program characters to promote products (host selling) was investigated in an experiment. Two variables were manipulated: 1) whether the commercial character was the same as or different than the program character and, 2) the position of the commercial relative to the program. The results revealed that young children, aged three to seven, could distinguish a host-selling commercial from programming. Additionally, the commercial's location relative to the program affected their ability to recognize the commercial. Finally, the children experienced greater positive attitude change toward the advertised product when they viewed a nonhost-selling as compared to a host-selling commercial.