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Fifth and sixth grade students in two elementary schools were requested to watch television and describe several commercial "messages" related to health. Children were asked for their conclusions (inferences), if they believed the message, and if either they or their parents used the product advertised. Two hundred and eight students believed 70% of 781 commercials viewed. Forty-five percent of the children had used the product advertised, and 55% of their parents were said to be users. Of the children, 47% were "true believers" (accepting all messages as true). Personal experience and parental modeling behavior (use) increased the credibility of messages. The frequency of use of advertised products and acceptance of the messages as true was higher among children from lower socioeconomic backgrounds.
Lewis et al. (Fri,) studied this question.