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Both the effects of a child's expectancy of receiving a toy and the number of TV commercials he sees for the toy were examined in an experimental paradigm. In a 3 × 3 factorial design, eight to ten year old boys (N = 133) were presented with low, moderate or high expectancies of obtaining a toy, followed by 0, 1 or 3 exposures to a TV commercial for the toy.
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Goldberg et al. (1974) studied this question.
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