The Relationship between Cartoon Trade Character Recognition and Attitude toward Product Category in Young Children
研究3-6岁儿童对卡通商业角色的识别及其对产品态度的影响，发现年龄增长与识别率及正面态度正相关，但香烟和火柴的态度随年龄增长而负面。
The author reviews and tests the effect of cartoon trade characters on product recognition and attitude on a sample of children three to six years of age. High levels of product and trade character recognition were found, including that of Joe Camel and the Marlboro Man with cigarettes. The recognition of select trade characters tended to increase with the age of the child. The level of recognition and favorable attitude toward the product were positively associated with age except for cigarettes. The attitude for cigarettes and matches were negatively associated with age. Because the possibility of demand artifacts cannot be ruled out, these findings must be interpreted with caution.