This research is primarily concerned with discovering how children's behavior (in relation to altruistic giving) is affected by the verbal advice and behavioral example of a same-sex model on a television screen. The subjects were a group of 600 children drawn from first through fifth grade. They were placed in a situation in which they could give recently-won money to the March of Dimes. While in this situation, the children observed the model giving them advice (to give, not to give, or neutral) and responding to the situation himself (giving or not giving). Every possible combination of preaching and practicing was used, so that there were altruistic models, greedy models, and inconsistent models. Data was collected concerning (1) the subjects' giving behavior, (2) the subjects' ratings of the model, and (3) the subjects' advice to other children. The results revealed that behavioral example affected the children's behavior but not their advice to other children, while the model's exhortations affected the children's advice but not their behavior. Both the model's behavior and his exhortations affected the children's judgment of him, but the relationship between the variables appears to be additive. (MH)