@article{khouaja2011experimental,
  title = {Experimental Study of the Impact of the Media  Context Appreciation on the Attitude of Children  towards the Advertising Message},
  author = {Fatma Besbes Khouaja and Néji Bouslama},
  year = 2011,
  url = {https://ibimapublishing.com/articles/JMRCS/2011/578780/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2011),
  pages = 12,
  doi = 10.5171/2011.578780,
  abstract = {Despite the importance of the research studies conducted in the field of marketing and children, reflection on this young market and more particularly on the effects of the media context on the children’s persuasion process is rare. Starting from this observation, the current study is set to investigate the impact of a TV program appreciation by children on their attitudes towards the advertisements surrounding this program (AAD). The experimental study that we have conducted reveals the existence of a positive and significant relation between the program evaluation (i.e. program liking) and AAD. Both the theoretical contributions and the managerial implications of such a result will be discussed in this paper.},
  keywords = {Children attitude, Media context, TV Program liking, Attitude towards the advertisement.},
  note = Article ID: 578780
}