January 1975
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13 Reads
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69 Citations
Journal of Advertising Research
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... "What mothers sings to the cradle goes all the way down the grave' goes a famous saying. Also, it is substantiated by the previous research that mothers' attitude towards TV ads has an impact on attitude of children towards TV ads (Ward and Wackman, 1972;Caron and Ward, 1975;Galst and White, 1976;Popper, 1979;Heslop and Ryans, 1980;Mukherji, 2005). Further, to avoid confusion and inconsistency in the results, fathers were not included. ...
- Citing Article
January 1975
Journal of Advertising Research