Abstract:

The aim of the study is to investigate the evolution of children’s attitudes towards TV commercials. The study is exploratory in nature, it is hypothesized that children’s attitude toward TV commercials are positive up to some age and changes over time. The study targets children between 5-10 years old in order to determine the structural changing age in which the children’s attitude toward TV commercials change. Change point analysis and Chow test are conducted in the research. Finding suggest that there is a change point age at ages 7 and 8 where children’s attidude towards TV commercials change. Graphical presentations suggest that childhood attitudes toward TV commercials are positive at first, then suddenly decreases and begins to increase again, however never be the same again.

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