The Unintended Effects of Television Advertising : A Parent-Child Survey  

Oleh:

Buijzen, Moniek ; Valkenburg, Patti M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Communication Research vol. 30 no. 5 (Oct. 2003), page 483-503.
Topik: children; advertising; parent-child survey; materialism; parentchild conflict
Fulltext: Vol 30, no 5, page 483-503.pdf (141.31KB)

Isi artikel

The aim of this parent-child survey is to investigate how television advertising is related to children’s purchase requests, materialism, disappointment, life dissatisfaction, and family conflict. In a first step, a conceptual model based on existing hypotheses was developed, and in a second step, this model was tested using a sample of 360 parent-child (8- to 12-year-olds) dyads. Using structural equation modeling, the findings show that advertising is positively and directly related to children’s purchase requests and materialism. It is also positively, though indirectly (mediated by advertising-induced purchase requests), related to family conflict, disappointment, and life dissatisfaction. Parent-child consumer communication and parental mediation of advertising are important moderators of the effects of advertising on children’s purchase requests and materialism.

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