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.
| Original language | Undefined/Unknown |
|---|---|
| Pages (from-to) | 153-165 |
| Number of pages | 13 |
| Journal | Journal of Broadcasting & Electronic Media |
| Volume | 49 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2005 |
| Externally published | Yes |