CHAPTER-V CHILDREN S ATTITUDE TOWARDS TV ADS

CHAPTER-V CHILDREN S ATTITUDE TOWARDS TV ADS Children s attitude towards ads would not only determine their product purchase behaviour but also other behavioural influences of ads on them. Priya et al. (2010) found that the demand for the advertised products is heavily influenced by the children's attitude towards ads. Further, the cognitive changes among the different age groups lead to the formation of varying attitudes towards ads. Also, there are other potent factors apart from ads, which result in the requests for a product or brand. This chapter has been divided into two sections. Section-I deals with analysis of responses of the children to a list of twenty six statements related to their attitude towards TV ads. Section-I has further been divided into two parts. Part-a deals with Gender-wise analysis and Part-b deals with Age-wise analysis. Section-II describes the Factor analysis of these statements. Section-II has been divided into three parts. Part-a deals with application of Factor analysis to the responses of all respondents. Part-b deals with the Gender-wise Factor analysis; which is further subdivided into two parts: male and female respondents. Part-c describes Age-wise Factor analysis; which is further subdivided into four sub-groups on the basis of age categories of children: 8-10 years old, 10-12 years old, 12-14 years old and 14-16 years old. Section-I: Analysis of Children s Responses to Various Statements In Part I (B) of the questionnaire, children were asked to give their responses to a list of twenty six statements. The statements were formed on the basis of intuition, thorough discussion with experts and a few of the statements were adapted from previous studies (Hite and Eck, 1987; Unnikrishnan and Bajpai, 1996; McNeal and Ji, 1999; Pine and Nash, 2002; Wen-Ling, 2002; Oates et al, 2003; Wimalasiri, 2004; Kapoor and Verma, 2005; Vij, 2007 etc.). These statements are regarding attitude towards TV ads in general and impact of TV ads on children. The children were asked to express their level of agreement/disagreement with respect to various statements based on a five-point Likert scale. The agreement/disagreement attributes were coded as Strongly Agree = 5; Agree = 4; Neither Agree nor Disagree = 3; Disagree = 2 and Strongly Disagree = 1. The list of statements is reproduced below in Table V.I.: 143

Table V.I.: Statements regarding impact of TV ads on children and their attitude towards TV ads Label C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 C13 C14 C15 C16 C17 C18 C19 C20 C21 Statement I learn a lot from watching TV ads. By seeing TV ads, I sometimes know more about the products than my parents do. Most TV ads are amusing and entertaining. TV ads interrupt the show and are waste of time. TV ads are not for entertainment, information or social awareness. I ask my parents to buy those products which I find good in TV ads. It s interesting to discuss TV ads with my friends. Many TV ads contain little information and many other unnecessary things. TV ads make misleading claims; do not deliver what they promise. Many TV ads are to make fool of people and to catch them in their trap. Many TV ads are better than TV programmes. I like TV ads but don t buy things because of them. TV ads persuade people to buy those things they do not really need. TV ads are an important source of product information. If I go shopping on my own, while choosing things, I keep TV ads in mind. I use ad jingles, one liner in my conversation. TV ads make you try new products and improve life styles and raise standard of living. I buy the products by their brand names and not on the basis of what TV ads say. I ask my parents to buy those products whose TV ads tell about free gifts, premiumoffers, etc. TV ads tell only the nice things, hiding the bad about their products. TV ads tell which brands have features that I am looking for. 144

C22 C23 C24 C25 C26 I buy a product only if the ad convinces me of its benefits. I like to follow the trends of clothes and foot wears shown by TV ads. I try mostly all chips/cookies/candies/chocolates/cokes, etc that they show on TV. I generally want every toy/fashion accessories/gadget/stationery product that comes on TV. TV ads show true picture of society; it portrays people, their ways, the way they actually are. The objective of this section is to examine reactions of children towards different statements on the basis of their gender and age. To achieve this objective, following hypotheses have been formulated and tested: H1: There is no significant difference in the responses of male and female children towards each statement. H2: There is no significant difference in the responses of children belonging to different age-groups towards each statement. To find out the level of agreement/disagreement with different statements on the basis of gender and age of the respondents, weighted average scores have been calculated. In order to compare gender-wise weighted average scores, t-tests have been applied and to compare age-wise weighted average scores, F-ratios have been calculated; for the responses of each statement. Part-a: Gender-wise Analysis of Children s Responses to various Statements Table V.I.a. shows Weighted Average Scores (WAS) of all the respondents and separately of male and female respondents, for each statement. It also shows t-values and its significance for each statement. A higher weighted average score shows greater agreement with the statement than a lower weighted average score. The overall weighted average scores range from as high as 3.74 on the statement, (C1) I learn a lot from watching TV ads, to as low as 2.69 on the statement, (C11) Many TV ads are better than TV programmes. Table V.I.a. indicates that out of twenty-six statements, majority of the children agree to ten statements to quite an extent. The weighted average scores in all these ten 145

statements range from 3.74 to 3.50. These statements are: C1 (I learn a lot from watching TV ads), followed by C2 (By seeing TV ads, I sometimes know more about the products than my parents do); C13 (TV ads persuade people to buy those things they do not really need); C14 (TV ads are an important source of product information); C15 (If I go shopping on my own, while choosing things, I keep TV ads in mind); C16 (I use ad jingles, one liner in my conversation); C20 (TV ads tell only the nice things, hiding the bad about their products); C22 (I buy a product only if the ad convinces me of its benefits); C24 (I try mostly all chips/cookies/ candies/chocolates/cokes, etc that they show on TV) and C25 (I generally want every toy/fashion accessories/stationery product that comes on TV), in that order. These statements are about children being the ardent followers of ads; TV ads being a learning platform, a shopping guide, the product knowledge base of children being wider than their parents due to TV ads and the urge to try the advertised products. However, certain weak points of TV ads are also talked about in these statements, such as ads being highly persuasive, showing only one side of the coin; and that children buy advertised product only if they find that the ad is really convincing. For the remaining sixteen statements the weighted average scores range from 3.42 to 2.69. These statements are regarding ads being entertaining, interesting to discuss with friends, give information about new products, premium offers, brands, fashion trends, increase standard of living and show real picture of society. There are also statements relating to the negative attitude towards ads; such as ads being interrupting, waste of time, not for information, entertainment or social purpose, giving little or misleading information and liking ads do not mean liking products. The children have shown a low level of agreement; a neutral or a near neutral response to these statements. So the crux is that the children keep a track of ads and advertised products but at the same time they are also aware of the intent of the ads; therefore cannot be carried away easily by TV ads. Table V.I.a: Overall Weighted Average Scores for various Statements and Gender-wise Comparison among Children Labels Statements Overall Male Female t-value 146

C1 I learn a lot from watching TV ads. 3.74 3.67 3.82 1.13 C2 By seeing TV ads, I sometimes know more about the products than my parents do. 3.72 4.60 2.78 6.43*** C3 Many TV ads are amusing and entertaining. 3.42 3.36 3.49 0.93 C4 C5 C6 C7 C8 C9 C10 TV ads interrupt the show and are waste of time. TV ads are not for entertainment, information or social awareness. I ask my parents to buy those products which I find good in TV ads. It s interesting to discuss TV ads with my friends. Many TV ads contain little information and many other unnecessary things. TV ads make misleading claims; do not deliver what they promise Many TV ads are to make fool of people and to catch them in their trap. 3.31 3.25 3.38 0.79 3.06 3.11 3.01 0.49 2.98 3.84 2.07 4.29*** 2.97 2.92 3.04 1.46 2.97 2.26 3.73 3.96*** 2.96 3.81 2.05 4.09*** 3.37 3.30 3.44 1.06 C11 Many TV ads are better than TV programmes. 2.69 2.29 3.12 4.91*** C12 C13 C14 C15 I like TV ads but don t buy things because of them. TV ads persuade people to buy those things they do not really need. TV ads are an important source of product information. If I go shopping on my own, while choosing things, I keep TV ads in mind. 3.17 2.41 3.98 5.37*** 3.58 2.49 4.73 7.21*** 3.66 3.59 3.74 0.85 3.59 3.74 3.43 1.14 C16 I use ad jingles, one liner in my conversation. 3.65 2.54 4.83 5.96*** C17 TV ads make you try new products and improve life styles and raise standard of living. 2.76 3.40 2.09 2.49** C18 I buy the products by their brand names and 2.75 2.70 2.81 0.74 147

C19 C20 C21 C22 C23 not on the basis of what TV ads say. I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc. TV ads tell only the nice things, hiding the bad about their products. TV ads tell which brands have features that I am looking for. I buy a product only if the ad convinces me of its benefits. I like to follow the trends of clothes and foot wears shown by TV ads. 2.86 3.66 1.97 6.38*** 3.62 3.56 3.70 1.26 3.18 2.21 4.20 7.16*** 3.51 3.45 3.59 0.83 3.36 2.33 4.44 6.09*** C24 I try mostly all chips/cookies/candies/ chocolates/cokes, etc that they show on TV. 3.50 3.48 3.52 0.71 C25 C26 I generally want every toy/ fashion accessories/ gadget/ stationery product that comes on TV. TV ads show true picture of society; it portrays people, their ways, the way they actually are. 3.54 4.38 2.65 6.29*** 3.34 3.28 3.42 0.86 *** significant at 1 per cent level; ** significant at 5 per cent level; * significant at 10 per cent level. The differences in weighted average scores of males and females have been found statistically significant for thirteen out of twenty-six statements. The level of agreement for the following six statements; as revealed by statistically significant t- values, is significantly higher for male than female children: C2 (By seeing TV ads, I sometimes know more about the products than my parents do), C6 (I ask my parents to buy those products which I find good in TV ads), C9 (TV ads make misleading claims; do not deliver what they promise), C17 (TV ads make you try new products and improve life styles and raise standard of living), C19 (I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc) and C25 (I generally want every toy/fashion accessory/gadget/games/stationery product that comes on TV). The level of agreement for the following seven statements; as indicated by statistically significant t-values, has been significantly higher amongst female than male children: 148

C8 (Many TV ads contain little information and many other unnecessary things), C11 (Many TV ads are better than TV programmes), C12 (I like TV ads but don t buy things because of them), C13 (TV ads persuade people to buy those things they do not really need), C16 (I use ad jingles, one liner in my conversation), C21 (TV ads tell which brands have features that I am looking for) and C23 (I like to follow the trends of clothes and foot wears shown by TV ads). Male children feel that ads have made them more product literate than their parents, ads lead to a better lifestyle, premium-offers on products are attractive and advertised products like toys, games, fashion or stationary goods, gadgets etc. create a desire to own them. At the same time they understand that advertised products do not always match up to expectations. On the other hand, female children find that ads sometimes are more interesting than TV programmes, make use of ads influenced one liners in their conversation, and learn about brands and fashions in vogue through ads but agree that liking of an ad does not mean liking of the advertised product; they realize that ads do not give relevant information, and also ads instigate people to buy things not needed by them. So, where male children feel that ads improve living standards, motivate them to try new and premium-offer products, female children consider ads as brand and fashion guide and find them interesting to watch. Overall, it is also seen that female children are more apprehensive and sceptical about TV ads. Part-b: Age-wise Analysis of Children s Responses to various Statements The weighted average scores of respondents belonging to four different age-groups; for each statement was computed and subjected to the Analysis of Variance (ANOVA). Table V.I.b. shows Weighted Average Scores (WAS) for the four different age-groups, F-ratio and its significance, for each statement. The differences in weighted average scores among the four age-groups have been found significant for eighteen out of twenty-six statements. There are eight such statements where extent of agreement is significantly higher among younger children than older children as indicated by statistically significant F- ratios, at 1 per cent level of significance. These are: C2 (By seeing TV ads, I sometimes know more about the products than my parents do), C6 (I ask my parents to buy those products which I find good in TV ads), C9 (TV ads make misleading claims; do not deliver what they promise), C11 (Many TV ads are better than TV 149

programmes), C14 (TV ads are an important source of product information), C15 (If I go shopping on my own, while choosing things, I keep TV ads in mind), C17 (TV ads make you try new products and improve life styles and raise standard of living) and C19 (I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc). Further, there are ten such statements where the level of agreement is significantly higher among older children than younger children; as indicated by F-ratios, statistically significant at 1 per cent level. They are C1 (I learn a lot from watching TV ads), C8 (Many TV ads contain little information and many other unnecessary things), C12 (I like TV ads but don t buy things because of them), C13 (TV ads persuade people to buy those things they do not really need), C16 (I use ad jingles, one liner in my conversation), C21 (TV ads tell which brands have features that I am looking for), C22 (I buy a product only if the ad convinces me of its benefits), C23 (I like to follow the trends of clothes and foot wears shown by TV ads), C24 (I try mostly all chips/cookies/candies/chocolates/cokes etc. that they show on TV) and C26 (TV ads shows true picture of society; it portrays people, their ways, the way they actually are). So, as seen from the various levels of agreement, older children have shown higher agreement to more number of negative statements about ads, but at the same time TV ads are their learning pads, brand and trend guide, they are using ads influenced one liners in their conversation, they try the advertised food products and agree that ads are a reflection of the society. In nut shell, ads are not only a product informing source for them but ads touch their life and become part of it in many ways. Whereas, younger children find ads purely as a product guide; informing them about attractive premium-offers, making their product knowledge better than their parents and ads come up as a motivation for people to try new products. Table V.I.b: Age-wise Comparison of Weighted Average Scores for various Statements among Children Label Statements Age-groups (age in years) F-ratio 8-10 10-12 12-14 14-16 C1 I learn a lot from watching TV ads. 3.04 3.12 4.21 4.50 6.01*** 150

C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 C13 C14 C15 C16 By seeing TV ads, I sometimes know more about the products than my parents do. Many TV ads are amusing and entertaining. TV ads interrupt the show and are waste of time. TV ads are not for entertainment, information or social awareness. I ask my parents to buy those products which I find good in TV ads. It s interesting to discuss TV ads with my friends. Most TV ads contain little information and many other unnecessary things. TV ads make misleading claims; do not deliver what they promise Many TV ads are to make fool of people and to catch them in their trap. Many TV ads are better than TV programmes. I like TV ads but don t buy things because of them. TV ads persuade people to buy those things they do not really need. TV ads are an important source of product information. If I go shopping on my own, while choosing things, I keep TV ads in mind. I use ad jingles, one liner in my conversation. 4.72 4.35 3.26 2.52 5.84*** 3.38 3.41 3.44 3.45 1.86 3.27 3.30 3.32 3.33 1.97 3.02 3.05 3.08 3.08 1.87 3.78 3.49 2.61 2.02 9.56*** 2.93 2.96 2.98 2.99 1.63 2.41 2.48 3.34 3.57 8.48*** 3.75 3.46 2.59 2.01 11.22*** 3.33 3.35 3.38 3.39 2.14 3.64 2.87 2.31 1.94 5.48*** 2.57 2.64 3.56 3.81 10.85*** 2.91 2.99 4.03 4.31 9.62*** 4.64 4.28 3.20 2.49 7.62*** 4.23 3.79 3.36 3.01 7.23*** 2.97 3.04 4.11 4.39 8.54*** 151

C17 C18 C19 C20 C21 C22 C23 TV ads make you try new products and improve life styles and raise standard of living. I buy the products by their brand names and not on the basis of what TV ads say. I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc. TV ads tell only the nice things, hiding the bad about their products. TV ads tell which brands have features that I am looking for. I buy a product only if the ad convinces me of its benefits. I like to follow the trends of clothes and foot wears shown by TV ads. 3.46 3.26 2.44 1.95 7.91*** 2.71 2.73 2.76 2.77 1.87 3.62 3.34 2.50 1.94 9.06*** 3.58 3.61 3.64 3.65 2.09 2.58 2.65 3.57 3.82 5.96*** 2.85 2.93 3.95 4.22 7.62*** 2.73 2.80 3.78 4.04 9.45*** C24 I try mostly all chips/cookies/ candies/chocolates/cokes, etc that they show on TV. 2.84 2.92 3.94 4.21 11.34*** C25 C26 I generally want every toy/ fashion accessory/ gadget/ stationery product that comes on TV. TV ads show true picture of society; it portrays people, their ways, the way they actually are. 3.50 3.53 3.56 3.57 1.56 2.71 2.78 3.75 4.01 7.65*** *** significant at 1 per cent level; ** significant at 5 per cent level; * significant at 10 per cent level. It is interesting to see that there is a lot of similarity between the responses of younger children and male children and the responses of older children and female children. There has been statistically significant and higher level of agreement on statements C2, C6, C9, C17 and C19 among younger children and male children as compared to older children and female children. These statements point out that by seeing TV ads children know more about product choices available than their parents, children ask their parents for products that they find good in ads and those with premium-offers, and ads help in improving living standards; but they are aware of the fact that ads do 152

not always deliver promises. Also, there has been statistically significant and higher level of agreement on statements C8, C12, C13, C16, C21 and C23 among older children and female children in comparison to younger children and male children. The statements highlight that TV ads contain little relevant information, children like ads but do not buy goods because of them and ads persuade people to buy things they do not really need. On the other hand, they use ads inspired language during conversation; ads give them idea that which brands have features that they desire; and they follow the fashion trends shown in ads. So, it is observed that female and older children are more apprehensive towards TV ads in comparison to male and younger children. Section-II: Children s Responses to Various Statements: An Application of Factor Analysis From the above discussion, although relevant information regarding attitude of children have emerged, yet in order to understand the dimensionality of beliefs of children towards advertising, Factor Analysis has been employed on twenty-six statements to summarize the data into fewer and more understandable factors. When sub samples (males and females; and four age-groups in the current study) are combined, the resulting correlations may be a poor representation of the unique structures of each group. Thus, whenever differing groups are expected in the sample, separate factor analysis is performed and the results are compared to identify differences not reflected in the combined sample (Hair et al., 1995, p.375). Hence, factor analysis has been carried out firstly upon the overall sample; then separately on the male and the female children and the four age-groups of children. Part-a: Factor Analysis of Children s Response (Overall Sample) In this part, factor analysis has been applied to the responses of all 400 respondents regarding twenty-six statements shown in the Table V.I., measured on a five-point Likert Scale. In order to examine the suitability of the data for factor analysis, following steps were followed. The correlation matrix was computed and examined. This revealed that there were enough correlations to go ahead with factor analysis. Anti-image correlations were computed, which showed that partial correlations were low. This conveyed that there are true factors in the data. Communality and factor loadings were high enough to prove the suitability of the data. Overall Kaiser-Meyer- 153

Oklin Measure of Sampling Adequacy was found to be sufficiently high (0.721), which indicated that the sample was good enough for sampling. Bartlett s Sphericity Test showed statistically significant number of correlations among the variables. Hence, all the above mentioned parameters revealed that data was fit for factor analysis. Principal Component Analysis was employed for extracting factors. The Eigen values greater than unity were taken for the final selection of factors. In case of total group of children, seven factors were identified. These factors explained 57.515 per cent of the variance. Varimax rotation matrix was done through Principal Component Analysis. All factor loadings greater than 0.45 have been considered for further analysis. The results of Principal Component Analysis with Varimax rotation for overall sample of children are shown in Table V.II.a.i. Table V.II.a.i: Principal Component Analysis with Varimax Rotation (Overall Sample) Statement Labels Factor Loadings 1 2 3 4 5 6 7 Communality C1 0.379 0.669-0.170-0.008-0.068 0.213-0.082 0.679 C2 0.100 0.094-0.023 0.143 0.703 0.144 0.127 0.499 C3-0.003 0.523 0.141 0.027 0.236-0.012 0.164 0.699 C4 0.043-0.058 0.759-0.024 0.093 0.078-0.210 0.732 C5 0.205 0.123 0.480-0.092-0.245-0.009 0.256 0.778 C6 0.207 0.136 0.057 0.015 0.716 0.256 0.128 0.612 C7 0.263 0.505 0.098 0.154 0.258 0.174 0.054 0.619 C8 0.112-0.046 0.565 0.120 0.084 0.162-0.067 0.623 C9 0.076-0.140 0.251 0.033 0.210 0.513 0.109 0.542 154

C10-0.023-0.042 0.088 0.153-0.030 0.556 0.226 0.701 C11-0.046 0.568-0.092 0.230 0.168-0.087-0.137 0.569 C12-0.126 0.317 0.126-0.003-0.197-0.113 0.512 0.592 C13-0.096 0.086 0.145-0.050 0.153 0.609 0.210 0.700 C14 0.275 0.533-0.094-0.041 0.122 0.231 0.121 0.678 C15 0.699 0.137 0.172 0.095 0.044 0.136 0.304 0.569 C16 0.076 0.064 0.035 0.555 0.086 0.087-0.056 0.605 C17 0.313 0.325 0.238 0.516-0.059-0.019 0.158 0.634 C18 0.026-0.126 0.268 0.211-0.119 0.128 0.618 0.663 C19 0.478 0.377-0.151 0.121 0.120 0.098 0.243 0.585 C20 0.165-0.110 0.048 0.063 0.018 0.521 0.162 0.659 C21 0.624 0.023-0.144 0.362 0.141 0.213-0.132 0.616 C22 0.314-0.021 0.083-0.030 0.128 0.156 0.537 0.731 C23 0.517 0.191-0.081 0.206 0.333 0.202 0.124 0.644 C24 0.511 0.097-0.095 0.005-0.044 0.123 0.219 0.673 C25 0.461 0.201 0.127 0.116 0.200-0.210 0.116 0.552 C26 0.113 0.154-0.312 0.543-0.096 0.134-0.072 0.663 Eigen Value % of Variance Cumulative Variance 6.421 5.413 4.875 3.297 3.104 2.167 1.284 16.541 12.263 9.454 7.985 5.821 3.267 2.184 16.541 28.804 38.258 46.243 52.064 55.331 57.515 155

(KMO MSA=0.721; Bartlett=102.47) Table V.II.a.i. shows that seven factors have been extracted. The last column in Table V.II.a.i. shows communalities. Communality is the amount of variance, an original variable shares with all other variables included in the analysis. The communalities were quite high and the highest communality coefficient is 0.778 for statement C5, while the lowest communality coefficient is 0.499 for statement C2. Communalities magnitude indicates that a large amount of variance in a variable has been accounted for by the factor solution. Eigen values were worked at 6.421, 12.263, 9.454, 7.985, 5.821, 3.267 and 2.184 for factor 1 to 7 respectively as revealed by the antepenultimate row of the Table. The percentage of variance explained by the respective factors was 16.541, 12.263, 9.454, 7.985, 5.821, 3.267 and 2.184, totalling 57.515 per cent of variance, as shown in the penultimate row of the Table. The percentage of variance is used as an index to determine how well the total factor solution accounts for what the variables together represent. The present solution accounts for 57.515 per cent of the total variance. This indicates that 7 factor model is quite satisfactory. Naming of the Factors (Overall Sample) The final factors have been categorized on the basis of variables represented in each case. The names of factors, statements in the factor and the factor loading have been shown in Table V.II.a.ii. 156

Table V.II.a.ii: Naming of Factors (Overall Sample of Children) Factor Name of Label Statement (Factor Loadings) number Dimension (% of Variance) Factor 1 TV Ads as a Shopping Guide (16.54%) C15 C21 If I go shopping on my own, while choosing things, I keep TV ads in mind.(0.699) TV ads tell which brands have features that I am looking for.(0.624) C23 I like to follow the trends of clothes and foot wears shown by TV ads.(0.517) C24 I try mostly all chips/cookies/candies/chocolates /cokes etc. that they show on TV.(0.511) C25 I generally want every toy/fashion accessory/ gadget/stationery product that comes on TV.(0.461) C19 I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc.(0.478) Factor 2 Educative and Entertaining Ads (12.26%) C1 C11 C14 I learn a lot from watching TV ads.(0.669) Many TV ads are better than TV programmes.(0.568) TV ads are an important source of product information.(0.533) C3 Many TV ads are amusing and entertaining. (0.523) C7 I like discussing TV ads with my friends.(0.505) Factor 3 A Futile Exercise C4 TV ads interrupt the show and are waste of (9.45%) time.(0.759) C8 Many TV ads contain little information and many other unnecessary things.(0.565) 157

C5 TV ads are not for entertainment, information or social awareness.(0.480) Factor 4 Integral to Lifestyle (7.99%) C16 C26 I use ad jingles, one liner in my conversation.(0.555) TV ads show true picture of society. It portrays people, their ways, the way they actually are.(0.543) C17 TV ads make you try new products and improve life styles and raise standard of living.(0.516) A Quay to C6 I ask my parents to buy those products which I find Factor 5 Superior Product Knowledge (5.82%) C2 good in TV ads.(0.716) By seeing TV ads, I sometimes know more about the products than my parents do.(0.703) C13 TV ads persuade people to buy those things they do not really need.(0.609) C10 Many TV ads are to make fool of people and to catch Factor 6 Unscrupulous Ads (3.26%) C20 them in their trap.(0.556) TV ads tell only the nice things, hiding the bad about their products.(0.521) C9 TV ads make misleading claims; do not deliver what they promise.(0.513) C18 I buy the products by their brand names and not on the basis of what TV ads say.(0.618) Factor 7 Judicious Buyers (2.18%) C22 I buy a product only if the ad convinces me of its benefits.(0.537) C12 I like TV ads but don t buy things because of them.(0.512) Factor 1: TV Ads as a Shopping Guide 158

The most important factor of children s attitude towards TV ads has been identified as ads being a guide for shopping and product knowledge. This factor explains 16.54 per cent variance with six statements. Highest coefficient is for the statement C15, If I go shopping on my own, while choosing things, I keep TV ads in mind (0.699), followed by C21 TV ads tell which brands have features that I am looking for (0.624). Other statements highlight that children pick fashion trends from ads, like to try advertised snack items, develop interest in other advertised goods and premium-offers. Factor 2: Educative and Entertaining Ads This factor explains 12.26 per cent of variance with five statements. The statement C1 secured the highest score, I learn a lot from watching TV ads (0.669), followed by C11, Many TV ads are better than TV programmes (0.568). Overall the second Factor deals with the thought that ads are a good source of knowledge and amusement for children. Factor 3: A Futile Exercise This factor explained 9.45 per cent of the variance with three statements. These statements indicate that TV ads do not serve any purpose. The highest coefficient is secured by the statement C4, TV ads interrupt the show and are waste of time (0.759), followed by C8, Many TV ads contain little information and many other unnecessary things (0.565) and C5, TV ads are not for entertainment, information or social awareness (.480). Factor 4: Integral to Lifestyle This factor explains 7.99 per cent of the variance with three statements. This factor features the impact of TV ads on the lifestyle of children. The most important statement in this factor is C16, I use ad jingles, one liner in my conversation (0.555), followed by C26, TV ads show true picture of society. It portrays people, their ways and the way they actually are (0.543) and C17, TV ads make you try new products and improve life styles and raise standard of living (0.516). 159

Factor 5: A Quay to Superior Product Knowledge The fifth factor explains 5.82 per cent of variance with two statements. The statement C6, I ask my parents to buy those products which I find good in TV ads secured the higher magnitude of coefficient (0.716), closely followed by C2, By seeing TV ads, I sometimes know more about the products than my parents do (0.703). Factor 6: Unscrupulous Ads The sixth factor explains 3.26 per cent of the variance with four statements. The highest coefficient is 0.609 in case of the statement C13, TV ads persuade people to buy those things they do not really need, followed by C10, Many TV ads are to make fool of people and to catch them in their trap (0.556). The other statements relate to the scepticism towards ads in general. Factor 7: Judicious Buyers This factor explains 2.18 per cent of the variance with three statements. This factor highlights that children see ads, may even like them but buy products only if they are convinced by brand name or product benefits. The statement C18, I buy the products by their brand names and not on the basis of what TV ads say scores the highest coefficient (0.618), followed by C22, I buy a product only if the ad convinces me of its benefits (5.37) and C12, I like TV ads but don t buy things because of them (0.512). In all, seven factors have emerged in an attempt to access the attitude of children towards TV ads and its influence on them. The total variance explained has been 57.52 per cent. There are only two factors that indicate negative attitude towards A Futile Exercise and Unscrupulous Ads ; together explaining 12.71 per cent of the variance. Judicious Buyers, which shows neutral approach, explains 2.18 per cent of variance. The four factors: TV Ads as a Shopping Guide, Educative and Entertaining Ads, Integral to Lifestyle and A Quay to Superior Product Knowledge ; together explain 42.61 per cent of the variance depict positive attitude of children towards TV ads. So, children have an overall positive approach towards TV ads. Part-b: Gender-wise Factor Analysis of Children s Response Part-b.i: Factor Analysis of Male Children s Response The perceptions of male children are analyzed in this part. The responses of 206 respondents to twenty-six statements as shown in Table V.I, are measured on a fivepoint Likert Scale and have been subjected to factor analysis. 160

A study of correlation matrix and anti-image correlations showed that data was amenable to factor analysis. Overall Kaiser-Meyer-Oklin Measure of Sampling Adequacy (0.734) was sufficiently high and Bartlett s Sphericity Test was also statistically significant. Thus, all of these examinations revealed that the data was fit for factor analysis. Total six factors are identified through extraction method employing Principal Component method. The results of Principal Component Analysis with Varimax rotation for the sample of male children are shown in Table V.II.b.i.1. All factors having Eigen values greater than unity have been selected. Eigen values for factors 1 to 6 are 5.428, 4.932, 3.810, 2.590, 2.167 and 1.821 respectively as revealed by the ante-penultimate row of Table V.II.b.i.1. These six factors explained variance of the order of 18.092, 13.823, 10.361, 8.772, 6.034 and 3.012 per cent, as shown in the penultimate row of Table V.II.b.i.1. The cut-off point for significant factor loadings was taken to be 0.45. The communalities were quite high and the highest communality coefficient is 0.722 for statement C17 while the lowest communality coefficient is 0.437 for statement C19. Communalities magnitude indicates that a large amount of variance in a variable has been accounted for by the factor solution. Thus the six factor model explaining 60.094 per cent of variance is quite powerful. Table V.II.b.i.1: Principal Component Analysis with Varimax Rotation (Male Children) Statement Labels Factor Loadings Communality 1 2 3 4 5 6 C1 0.647 0.296-0.137 0.044-0.107 0.154 0.648 C2 0.048 0.166 0.714-0.100 0.009 0.167 0.604 C3 0.520 0.060 0.156 0.257 0.283 0.213 0.702 C4-0.076 0.034 0.215 0.543 0.363-0.087 0.584 C5 0.233 0.131-0.173 0.606 0.144-0.021 0.540 C6 0.149 0.171 0.665 0.132-0.032 0.247 0.622 C7 0.564 0.257 0.095-0.144 0.223 0.158 0.560 161

C8-0.110 0.128 0.054 0.133 0.787 0.161 0.549 C9-0.228-0.009 0.228 0.518 0.393-0.261 0.671 C10-0.002-0.086 0.140 0.744 0.069-0.056 0.585 C11 0.626 0.002 0.203-0.172-0.055 0.239 0.606 C12 0.178 0.028-0.238-0.047 0.569 0.127 0.545 C13 0.176 0.047 0.171 0.672-0.035 0.156 0.697 C14 0.010 0.548-0.029-0.070 0.188 0.161 0.702 C15 0.160 0.605 0.148 0.073 0.150-0.137 0.609 C16 0.512-0.001 0.214-0.001 0.201 0.249 0.611 C17 0.607 0.361 0.136 0.027 0.126 0.139 0.722 C18-0.025 0.189-0.026 0.153 0.483 0.213 0.652 C19 0.259 0.466 0.276-0.055-0.065-0.098 0.437 C20-0.004 0.083 0.206 0.775 0.106 0.156 0.642 C21 0.169 0.593 0.153-0.188-0.167 0.197 0.581 C22 0.001 0.071 0.169 0.242 0.705 0.130 0.695 C23 0.249 0.094 0.483 0.171-0.078-0.087 0.548 C24 0.119 0.081 0.515-0.002-0.173 0.124 0.646 C25 0.173 0.234 0.506 0.307 0.096 0.210 0.595 C26 0.202 0.188-0.001-0.064-0.045 0.526 0.568 Eigen Value 5.428 4.932 3.810 2.590 2.167 1.821 % of Variance 18.092 13.823 10.361 8.772 6.034 3.012 Cumulative Variance 18.092 31.915 42.276 51.048 57.082 60.094 (KMO MSA=0.734; Bartlett=74.380) 162

Naming of the Factors for Male Children The factors were given different names depending upon the nature of statements included in the factor. This categorization is shown in Table V.II.b.i.2. Table V.II.b.i.2: Naming of Factors (Male Children) Factor number Name of Dimension (% of Variance) Label Statement (Factor Loadings) Factor 1 Permeability of Ads (18.09%) C1 I learn a lot from watching TV ads. (0.647) C11 Many TV ads are better than TV programmes. (0.626) C17 TV ads make you try new products and improve life styles and raise standard of living. (0.607) C7 It s interesting to discuss TV ads with my friends. (0.564) C3 Many TV ads are amusing and entertaining. (0.520) C16 I use ad jingles, one liner in my conversation. (0.512) Factor 2 TV Ads as a Shopping Guide (13.82%) Factor 3 Ardent Ad Followers (10.36%) C15 C21 C14 C19 C2 C6 C24 If I go shopping on my own, while choosing things, I keep TV ads in mind. (0.605) TV ads tell which brands have features that I am looking for. (0.593) TV ads are an important source of product information. (0.548) I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers, etc. (0.466) By seeing TV ads, I sometimes know more about the products than my parents do. (0.714) I ask my parents to buy those products which I find good in TV ads. (0.665) I try mostly all chips/cookies/candies/chocolates/cokes etc. that they show on TV. (0515.) 163

C25 I generally want every toy/fashion accessory/gadget/ stationery product that comes on TV. (0506.) C23 I like to follow the trends of clothes and foot wears shown by TV ads. (0.483) Factor 4 Unscrupulous Ads (8.77%) C20 TV ads tell only the nice things, hiding the bad about their products. (0775.) C10 Many TV ads are to make fool of people and to catch them in their trap. (0.774) C13 TV ads persuade people to buy those things they do not really need. (0.672) C5 TV ads are not for entertainment, information or social awareness. (0.606) C4 TV ads interrupt the show and are waste of time. (0.543) C9 TV ads make misleading claims; do not deliver what they promise. (0.518) Factor 5 Judicious Buyers (6.03%) C8 Many TV ads contain little information and many other unnecessary things. (0.787) C22 I buy a product only if the ad convinces me of its benefits. (0.705) C12 I like TV ads but don t buy things because of them. (0.569) C18 I buy the products by their brand names and not on the basis of what TV ads say. (0.483) Factor 6 Mirror Images of Society (3.01%) C26 TV ads show true picture of society. It portrays people, their ways, the way they actually are. (0.526) Factor 1: Permeability of Ads This factor explains 18.09 per cent of the variance with six statements. It denotes that TV ads are informative, entertaining, make interesting topic of discussion, improve living standards and has influence on conversation of children. So, the ads touch our lives in more than one way. The highest coefficient is 0.647 in case of the statement 164

C1 I learn a lot from watching TV ads, followed by C11, Many TV ads are better than TV programmes (0.626). Factor 2: TV Ads as a Shopping Guide The second factor explains 13.82 per cent of the variance with four statements. The statement C15, If I go shopping on my own, while choosing things, I keep TV ads in mind scores the highest coefficient of 0.605, followed by C21, TV ads tell which brands have features that I am looking for (0.593). The other statements are about TV ads being an important source of product information and that children ask for advertised products with premium-offers. Factor 3: Ardent Ad Followers This factor explains 10.36 per cent of the total variance with five statements. The statement C2, By seeing TV ads, I sometimes know more about the products than my parents do scores the highest coefficient (0.714), followed by C6, I ask my parents to buy those products which I find good in TV ads (0.665). The other statements highlight that ads guide children with their choices of clothes, footwear, snacks, stationery, gadgets, toys, games, fashion accessories etc. Factor 4: Unscrupulous Ads This factor explains 8.77 per cent of the variance with six statements. The highest coefficient is 0.775 in case of the statement C20, TV ads tell only the nice things, hiding the bad about their products, followed neck to neck by the statement M10, Many TV ads are to make fool of people and to catch them in their trap (0.774). Overall, the statements are regarding dishonesty of TV ads. Factor 5: Judicious Buyers This factor explains 6.03 per cent of the variance with four statements. The highest coefficient is 0.787 in case of the statement C8, Many TV ads contain little information and many other unnecessary things, followed by C22, I buy a product only if the ad convinces me of its benefits (0.705). The other statements are about liking of ads but not buying products because of them and brand name being more important determinant than TV ads in buying products. 165

Factor 6: Mirror Images of Society The sixth factor explains 3.01 per cent of variance with a single statement M26, TV ads show true picture of society; it portrays people, their ways and the way they actually are (0.526). This factor denotes that ads are a reflection of society. Part-b.ii: Factor Analysis of Female Children s Response The responses of 194 female children to twenty-six statements were factor analyzed, so that they can be compared with the results of male children. A study of correlation matrix and anti-image correlations showed that data was fit for factor analysis. Overall Kaiser-Meyer-Oklin Measure of Sampling Adequacy (0.641) was sufficiently high and Bartlett s Sphericity Test was also statistically significant, indicating the suitability of data for factor analysis. Principal Component Analysis was employed for extracting factors. The Eigen values greater than unity were taken for the final selection of factors. In case of female children, six factors were identified. These factors explained 61.678 per cent of the variance. Varimax rotation matrix was done through Principal Component Analysis. All factor loadings greater than 0.45 have been considered for further analysis. The results of Principal Component Analysis with Varimax rotation for female children are shown in Table V.II.b.ii.1. Table V.II.b.ii.1: Principal Component Analysis with Varimax Rotation (Female Children) Statement Labels Factor Loadings 1 2 3 4 5 6 Communality C1 0.714 0.114 0.046-0.261 0.205 0.137 0.702 C2 0.138 0.083 0.679-0.142 0.034 0.245 0.522 C3 0.517-0.208 0.277-0.203-0.071 0.149 0.722 C4-0.062-0.005-0.005 0.607 0.093-0.164 0.755 C5 0.067-0.129-0.205 0.536 0.261 0.072 0.801 C6 0.064 0.041 0.771 0.121 0.150-0.005 0.635 166

C7 0.005 0.469 0.248-0.187 0.055 0.137 0.642 C8-0.121 0.218 0.180 0.554 0.240 0.264 0.646 C9 0.126 0.059 0.191 0.318 0.509 0.309 0.565 C10-0.018 0.165-0.105 0.232 0.534 0.161 0.724 C11 0.479 0.122 0.268-0.336-0.074 0.157 0.592 C12 0.050 0.078-0.094 0.004 0.027 0.649 0.615 C13-0.221-0.045 0.150 0.543 0.546-0.322 0.723 C14 0.042 0.128 0.529-0.128 0.269 0.226 0.701 C15 0.478 0.215 0.258-0.189 0.254 0.164 0.592 C16 0.079 0.730-0.001 0.233 0.120 0.212 0.628 C17 0.359 0.601-0.059-0.135-0.071 0.167 0.657 C18-0.114 0.230-0.411-0.156 0.153 0.519 0.686 C19 0.492 0.282 0.076-0.004 0.257-0.058 0.608 C20-0.143 0.107-0.086 0.060 0.569 0.211 0.682 C21 0.097 0.552 0.308 0.239-0.059 0.167 0.639 C22 0.071 0.063 0.292 0.181 0.492 0.225 0.754 C23 0.074 0.506 0.289 0.118 0.136 0.114 0.667 C24 0.188 0.457-0.187 0.191-0.013-0.109 0.696 C25 0.145 0.521-0.051 0.115 0.140-0.062 0.575 C26 0.515 0.243-0.072-0.243-0.163 0.224 0.686 Eigen Value 4.833 3.571 3.132 2.839 2.587 1.961 % of Variance 16.231 12.894 10.567 9.241 7.601 5.144 Cumulative Variance 16.231 29.125 39.692 48.933 56.534 61.678 (KMO MSA=0.641; Bartlett=121.670) 167

Table V.II.b.ii.1 shows that six factors have been extracted. The communalities were quite high and the highest communality coefficient is 0.801 for the statement C5, while the statements C2 score the lowest communality with coefficient 0.522. Communalities magnitude indicates that a large amount of variance in a variable has been accounted for by the factor solution. Eigen values were worked at 4.833, 3.571, 3.132, 2.839, 2.587 and 1.961 for factor 1 to 6 respectively as revealed by the antepenultimate row of Table V.II.b.ii.1. The percentage of variance explained by the respective factors was 16.231, 12.894, 10.567, 9.241, 7.601 and 5.144 totalling 61.678 per cent of variance, as shown in the penultimate row of Table V.II.b.ii.1. The percentage of variance is used as an index to determine how well the total factor solution accounts for what the variables together represent. This indicates that 6 factor model that explains 61.678 per cent of the total variance is quite satisfactory. Naming of the Factors for Female Children The factors were given different names depending upon the nature of statements included in the factor. This categorization is shown in Table V.II.b.ii.2. Table V.II.b.ii.2: Naming of Factors (Female Children) Factor Name of Label Statement (Factor Loadings) number Dimension (% of Variance) Factor 1 Educative and Entertaining Ads (16.23%) C1 I learn a lot from watching TV ads. (0.714) C3 Many TV ads are amusing and entertaining. (0.517) C26 C19 TV ads show true picture of society. It portrays people, their ways, the way they actually are. (0.515) I ask my parents to buy those products whose TV ads tell about free gifts, premium-offers etc. (0.492) C11 Many TV ads are better than TV programmes. (0.479) C15 If I go shopping on my own, while choosing things, I keep TV ads in mind. (0.478) Factor 2 Integral to Lifestyle C16 I use ad jingles, one liner in my conversation. (0.730) 168

(12.89%) C17 TV ads make you try new products and improve life styles and raise standard of living. (0.601) C21 TV ads tell which brands have features that I am looking for. (0.552) C25 I generally want every toy/fashion accessory/gadget/ stationery product that comes on TV. (0.521) C23 I like to follow the trends of clothes and foot wears shown by TV ads.(0.506) C7 It s interesting to discuss TV ads with my friends. (0.469) C24 I try mostly all chips/cookies/candies/chocolates/ cokes etc. that they show on TV. (0.457) Factor 3 A Quay to Superior C6 I ask my parents to buy those products which I find good Product in TV ads. (0.771) Knowledge (10.56%) C2 By seeing TV ads, I sometimes know more about the products than my parents do. (0.679) C14 TV ads are an important source of product information. (0.529) Factor 4 A Futile Exercise (9.24%) C4 TV ads interrupt the show and are waste of time. (0.607) C8 Many TV ads contain little information and many other unnecessary things. (0.554) C5 TV ads are not for entertainment, information or social awareness. (0.536) Factor 5 Unscrupulous Ads C20 TV ads tell only the nice things, hiding the bad about (7.60%) their products. (0.569) C13 TV ads persuade people to buy those things they do not really need. (0.546) 169

Factor 6 Judicious Buyers (5.14%) C10 C9 C22 C12 C18 Many TV ads are to make fool of people and to catch them in their trap. (0534.) TV ads make misleading claims; do not deliver what they promise. (0.509) I buy a product only if the ad convinces me of its benefits.(0.492) I like TV ads but don t buy things because of them. (0.649) I buy the products by their brand names and not on the basis of what TV ads say. (0.519) Factor 1: Educative and Entertaining Ads The first factor explains 16.23 per cent of the total variance with six statements. It denotes that TV ads educate children by acting as their window to the world in general and by informing them about available product choices in particular. Also, children find TV ads entertaining. The statement C1, I learn a lot from watching TV ads gets the highest coefficient (0.714), followed by C3, Many TV ads are amusing and entertaining (0.517). The other statements are concerning TV ads reflecting a true image of the society, parents being asked to buy goods with premium-offers, TV ads being better than programmes and children always keeping ads in mind while shopping. Factor 2: Integral to Lifestyle This factor explains 12.89 per cent of the variance with seven statements. It denotes how ads have become integral to the lifestyle of children. The highest coefficient (0.730) is scored by the statement C16, I use ad jingles, one liner in my conversation, followed by C17, TV ads make you try new products and improve life styles and raise standard of living (0.601). The other statements are about children picking trends of clothes, footwear, gadgets, toys, accessories, eatables etc. from TV ads and discussing ads with their friends. Factor 3: A Quay to Superior Product Knowledge 170

The third factor explains 10.56 per cent of the variance with three statements. The highest coefficient (0.771) is scored by the statement C6, I ask my parents to buy those products which I find good in TV ads, followed by C2, By seeing TV ads, I sometimes know more about the products than my parents do (0.679) and C14, TV ads are an important source of product information (0.529). Factor 4: A Futile Exercise This factor explains 9.24 per cent of the total variance with three statements, highlighting sceptical attitude towards TV ads. The highest coefficient is scored by the statement C4, TV ads interrupt the show and are waste of time (0.604). The other two statements are C8, Many TV ads contain little information and many other unnecessary things, (0.554) and C5, TV ads are not for entertainment, information or social awareness, (0.536). Factor 5: Unscrupulous Ads The fifth factor explains 7.60 per cent of variance with five statements, focusing on dishonesty in TV ads. The statement C20, TV ads tell only the nice things, hiding the bad about their products secures the highest coefficient (0.569), followed by statement C13, TV ads persuade people to buy those things they do not really need (0.546). Factor 6: Judicious Buyers This factor explains 5.14 per cent of variance with two statements. The higher coefficient (0.649) is scored by C12, I like TV ads but don t buy things because of them, followed by C18, I buy the products by their brand names and not on the basis of what TV ads say (0.519). Comparison of Results of Factor Analysis for Male and Female Children A comparison of the two sub-samples illustrates that the factors emerging from both male and female children are different in constitution and importance attributed to each factor. Application of Factor Analysis on the responses of both male and female children reveals six dimensions. The first factor for male children is Permeability of Ads while for female children it is Educative and Entertaining Ads. There are six statements each, loaded on to both the factors; out of which three statements are same (C1, C3 & C11) for both factors. The first factor for males denotes that advertising 171