Treatment Online

Kids Watch Ads, Want Stuff
> 4/4/2006 10:42:38 AM

Finally, a study that proves that kids watching advertisements on TV, in movies and in video games makes them want the products that they see. What a groundbreaking concept? Because if there's anything that marketing companies need its more encouragement...

Sorry, I just had to get that out of my system. According to their press release, researchers at Stanford were able to conclude that increased on-screen exposure to advertisements led to increased requests for the products they saw advertised. The strength of the relationship between ads and requests was particularly surprising, with each extra hour of ad exposure leading to measured increases in requests over the life of the study.

The team's conclusion should surprise no one:

"The current study does document that screen media exposure is a true prospective risk factor for subsequent consumeristic behavior, adding to the evidence supporting behavioral and policy interventions to reduce children's exposure to screen media and advertising, whether implemented at the individual family level, institutional level or the population level through legislation and changes in social norms."

Sadly, they offer no advice to adults who spend 40+ hours a week surfing the web through "screeen media."

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