Authors and Corporations: | , |
---|---|
In: | Communication Research, 30, 2003, 5, p. 483-503 |
published: |
SAGE Publications
|
Media Type: | Article, E-Article |
Physical Description: | 483-503 |
---|---|
ISSN: |
0093-6502
1552-3810 |
DOI: | 10.1177/0093650203256361 |
published in: | Communication Research |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> 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. </jats:p> |