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Nigerian Television Advert Exposure and Children Product Preference book

Nigerian Television Advert Exposure and Children Product Preference book

Nigerian Television Advert Exposure and Children Product Preference by Dr Adeyemi Aderogba

Nigerian Television Advert Exposure and Children Product Preference
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Author: Dr Adeyemi Aderogba
Number of Pages: 116 pages
Published Date: 07 Jul 2011
Publisher: VDM Verlag
Publication Country: Germany
Language: English
ISBN: 9783639364279
File size: 47 Mb
File Name: nigerian.television.advert.exposure.and.children.product.preference.pdf
Download Link: nigerian television advert exposure and children product preference
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This experimental study, investigated television food adverts and children's product preference. A sample of 210 participants between ages of 5 and 11 years were selected via the random and stratified sampling techniques. The instrument of data collection was Thurstones Preference Rating Scale (TPRS). The moderating role of age and gender were calculated to test the three null hypotheses raised at 0.05 level of significance. Findings denote that there is a significant difference in the preference for an advertised product between children within age 5 -8 and children within age 9 - 11. Disparate from some western studies, the Chi- square value in this research been 0.543 and greater than the critical value in the goodness of fit value table, implies that older children are more influenced by food advertisements. Implications of the study for food advertising to children are discussed.

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