Research by University College London psychology professor Adrian Furnham shows that children as young as three are able to distinguish advertising from normal television programming.

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Mrs Ingram said she had met the college professor through her brother Adrian, because both men were interested in trying to win the show's prize and were discussing strategies to try and win the show.

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"Neurotics tend to be unstable, they're insecure, they worry a lot, they're moody -- all these are difficult to deal with, " said Adrian Furnham, a psychology professor at the University College London.

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