Parental Mediation of Undesired Advertising Effects
- 1 June 2005
- journal article
- Published by Informa UK Limited in Journal of Broadcasting & Electronic Media
- Vol. 49 (2), 153-165
- https://doi.org/10.1207/s15506878jobem4902_1
Abstract
The aim of this study was to investigate the effectiveness of various types of parental mediation of 3 potentially undesired effects of television advertising. In a survey among 360 parent–child dyads with children in the 8 to 12 years age range, we investigated how different styles of advertising mediation (active vs. restrictive) and family consumer communication (concept-oriented vs. socio-oriented) moderated the relations between the children's advertising exposure and their materialism, purchase requests, and conflicts with their parents. Our results showed that active advertising mediation and concept-oriented consumer communication were most effective in reducing the effects of advertising.Keywords
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