ERIC Number: ED145937
Record Type: RIE
Publication Date: 1977-Aug
Reference Count: 0
Mediating Role of Parental Influence in Children's Response to Television Commercials: An Exploratory Study.
Prasad, V. Kanti; And Others
This study investigated, in a laboratory experimental framework, the relative influences of television commercials and parental counter-commercial advocacy on children's consumption choice behavior. Sixty-four 8- to 10-year-old boys were randomly assigned to one of three treatment groups: (1) no counter commercial advocacy (control group), (2) power-assertive type of parental counter-commercial advocacy, (3) reasoning type of parental counter-commercial advocacy. Subjects viewed a 20-minute children's television program that contained three repetitions of commercials for one of two toys. (The toys had been selected in a pilot study from a group of toys not yet introduced in the area which had had statistically equal appeal to boys of the subjects' age.) After viewing the commercials, the subjects were placed in a room with their mothers who had been instructed to exhibit one of the three advocacy conditions. Children then played a game with the experimenter in which they were allowed to win tokens which they exchanged for one of the two toys. Product choice and decision time were the dependent variables. Results partially supported the hypothesis that a reasoning style rather than a power assertive style of parental counter-commercial advocacy would be more effective in counteracting the influence of television commercials, but did so only in the situations in which the advertising induced temptation was not very high to begin with. (Author/SB)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: National Inst. of Mental Health (DHEW), Rockville, MD.
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Psychological Association (85th, San Francisco, California, August 26-30, 1977)