Parental mediation of undesired advertising effects

Moniek Buijzen, PM Valkenburg

Research output: Contribution to journalArticleAcademicpeer-review

168 Citations (Scopus)


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 languageUndefined/Unknown
Pages (from-to)153-165
Number of pages13
JournalJournal of Broadcasting & Electronic Media
Issue number2
Publication statusPublished - 2005
Externally publishedYes

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