The effectiveness of parental communication in modifying the relation between food advertising and children's consumption behaviour

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Abstract

The aim of this study was to examine the effectiveness of various types of parental communication in modifying children's responses to television food advertising. In a combined diary-survey study among 234 parents of 4- to 12-year-old children, I investigated how different styles of advertising mediation (active vs. restrictive) and consumer communication (concept-oriented vs. socio-oriented) moderated the relation between children's advertising exposure and their consumption of advertised energy-dense food products. Interaction analysis in regression showed that active advertising mediation (i.e. explaining the purpose and nature of advertising), and socio-oriented consumer communication (i.e. emphasizing control and restrictions) significantly reduced the impact of advertising on children's food consumption. Parental restrictions of advertising exposure were only effective among younger children (<8). These results suggest that critical discussion about advertising and rule making about consumption are most effective in countering the impact of food advertising.
Original languageUndefined/Unknown
Pages (from-to)105-121
Number of pages17
JournalBritish Journal of Developmental Psychology
Volume27
Issue number1
DOIs
Publication statusPublished - 2009
Externally publishedYes

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