Parental mediation of undesired advertising effects

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.