Journal
COMMUNICATION RESEARCH
Volume 30, Issue 5, Pages 483-503Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0093650203256361
Keywords
children; advertising; parent-child survey; materialism; parent-child conflict
Categories
Ask authors/readers for more resources
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available