The Relationship between Watching TV commercials and Consumption Pattern of Tehran's Children and Adolescents

The present study examines the relationship between watching TV ads and consumption pattern of Tehran's children and adolescents. Employing multistage random sampling, the researchers chose the subjects of the study from Tehran. The research was carried out through a survey and the subjects were 734 children and adolescents (369 boys and 365 girls) between 7 to 14 years of age as well as their parents. A researcher-made questionnaire was used to collect data of the study which were processed using Pearson correlation test, one-way variance analysis and Tukey (HSD) test. The findings show that there is a positive relationship between watching TV commercials and the level of consuming "snacks", utilizing "equipment", and going "sightseeing". The findings also indicate that the more individuals are exposed to instructive TV commercials, the more "economical and regulation-observant" their behavior will become.