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Correlates of parental mediation of pre-schooler’s advertising exposure

Correlates of parental mediation of pre-schooler’s advertising exposure PurposeThis paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home.Design/methodology/approachParticipants included 486 parents of pre-schoolers. A cross-sectional design involving a quantitative online survey measured the number and age of children in the home, parents’ mediation styles and advertising attitudes, parents’ levels of education and pre-schoolers’ television exposure.FindingsCo-viewing was the most frequent viewing experience followed by instructive and restrictive mediation. A univariate analysis revealed that parental education and negative attitudes towards advertising were associated with less viewing time for pre-schoolers, although the presence of other siblings mediated this relationship. Logistic regression revealed mediation styles were associated with parental education, attitudes towards advertising, viewing time and the presence of other siblings. Pre-schoolers with an older sibling were less likely to experience co-viewing and more likely to experience instructive mediation.Research limitations/implicationsThe findings revealed that parents of pre-schoolers are concerned about advertising to children and actively mediate their child’s exposure. Parental attitudes and education, and sibling composition influence pre-schoolers’ television consumption, and pre-schoolers with an older sibling might be most vulnerable to negative media effects. The sample was limited to primarily higher educated parents and might not generalize.Originality/valueThe study extends the field by focusing on pre-schoolers and provides novel insights into the influence of sibling composition on television consumption. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Correlates of parental mediation of pre-schooler’s advertising exposure

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1747-3616
DOI
10.1108/YC-04-2016-00597
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home.Design/methodology/approachParticipants included 486 parents of pre-schoolers. A cross-sectional design involving a quantitative online survey measured the number and age of children in the home, parents’ mediation styles and advertising attitudes, parents’ levels of education and pre-schoolers’ television exposure.FindingsCo-viewing was the most frequent viewing experience followed by instructive and restrictive mediation. A univariate analysis revealed that parental education and negative attitudes towards advertising were associated with less viewing time for pre-schoolers, although the presence of other siblings mediated this relationship. Logistic regression revealed mediation styles were associated with parental education, attitudes towards advertising, viewing time and the presence of other siblings. Pre-schoolers with an older sibling were less likely to experience co-viewing and more likely to experience instructive mediation.Research limitations/implicationsThe findings revealed that parents of pre-schoolers are concerned about advertising to children and actively mediate their child’s exposure. Parental attitudes and education, and sibling composition influence pre-schoolers’ television consumption, and pre-schoolers with an older sibling might be most vulnerable to negative media effects. The sample was limited to primarily higher educated parents and might not generalize.Originality/valueThe study extends the field by focusing on pre-schoolers and provides novel insights into the influence of sibling composition on television consumption.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Nov 21, 2016

References

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