Parental mediation of undesired advertising effects.: An article from: Journal of Broadcasting & Electronic Media

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From the author: 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.

Citation Details
Title: Parental mediation of undesired advertising effects.
Author: Moniek Buijzen
Publication:Journal of Broadcasting & Electronic Media (Magazine/Journal)
Date: June 1, 2005
Publisher: Thomson Gale
Volume: 49 Issue: 2 Page: 153(13)

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