Changing influence of television and print advertising on teenager’s perception

Pages: 432-434
Parveen Vashisth (Teaching Associate, DBA, CDLU, Sirsa, Haryana)

This paper presents the results of a study designed to test the effects of television advertising and interpersonal communications on the teenager’s consumer behavior. The effects of such communication processes on teens are evaluated in the context of household decision making. Specifically, the research examines the effects of television advertising and e-advertising, family and peer communications about consumption on the child’s participation in household decision making.