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In recent years, some marketers have attempted to promote toys to children via television programs. Previous research has attempted to gauge parents’ reactions to these “toy-based programs” (Muehling, Carlson and Laczniak 1992). This study attempts to augment past efforts by using socialization theory and multiattribute attitude theory to develop a model of parental concern with toy-based programs. Potential managerial implications of this model are also discussed.
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Laczniak et al. (1995) studied this question.
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