A Longitudinal Study of Television Advertising Effects

Authors:
  • GMGeorge P. Moschis
    George P. Moschis
  • RMRoy L. Moore
    Roy L. Moore
Publisher website
Google Scholar
Abstract
While many research questions regarding the effects of television advertising in consumer socialization require longitudinal research designs, nearly all previous research studies in the area have been cross-sectional or experimental. This article presents the results of a longitudinal study using a two-wave panel of adolescents with lag greater than a year. The study attempts to answer some questions regarding the effects of television advertising in the short run as well as in the long run.