This experimental study, investigated the influence of television food adverts on children’s product preference. A sample of 210 participants between ages  5 and 11 years were selected via the random and stratified sampling techniques. The instrument of data collection was Thurstones Preference Rating Scale (TPRS). The moderating role of age and gender were calculated to test the three null hypotheses raised at 0.05 level of significance. Findings denote that there is a significant difference in the preference for an advertised product between children within age 5 -8 and children within age 9 – 11. Disparate from some western studies, the Chi- square value in this research been 0.543 and greater than the critical value in the goodness of fit value table, implies that older children are more influenced by food advertisements.

Key Words: Food Adverts, Preferences, Children, Exposure

^JCMRJournal of Communication and Media Research, Vol. 1, No. 1, April 2009,  175 - 190

About the author

Obanua Ada Sonia is a lecturer in the Department of Mass Communication, Covenant University, Ota, Nigeria.

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Article Citation

Obanua, A. S. (2009): Exposure to television advertisements and product preference among primary school pupils in Ota, Ogun State, Nigeria. Journal of Communication and Media Research 1(1): 175 – 190.