ERIC Number: ED123674
Record Type: RIE
Publication Date: 1975-Oct
Reference Count: 0
The Effects of Television Advertising on Children: Parent-Child Communication in Supermarket Breakfast Cereal Selection. Final Report.
Atkin, Charles K.
In this study, naturalistic patterns of parent-child interaction were unobtrusively observed in supermarkets to describe characteristics of breakfast cereal selection by 516 family units. The interaction sequence was summarized into five dimensions: initiating party, tone of initial message, type of response, type of consequence, and references to the cereal premium or nutritional value of the cereal. Findings showed that the child initiated the interaction in two-thirds of the cases, usually by demanding rather than requesting the cereal, with highest levels of child-initiated interaction occurring for children who were younger, white, and middle class; that parents were twice as likely to approve as refuse proposed purchases, with success in obtaining the desired cereal increasing with age; that one-fourth of all interaction sequences resulted in parent-child conflict with the middle age group scoring highest on these sequences and most problems arising when parents responded negatively; and that the premium was explicitly mentioned as the primary purchase motivation by one-tenth of the children (highest for older, minority, and working class subgroups). (Author/JM)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Office of Child Development (DHEW), Washington, DC.
Authoring Institution: Michigan State Univ., East Lansing. Coll. of Communication Arts.