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Article: Parental mediation of undesired advertising effects.
- Article from:
- Journal of Broadcasting & Electronic Media
- Article date:
- June 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 Broadcast Education Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Ever since James McNeal (1969) recognized children as a distinct consumer market, advertisers have been interested in developing strategies to reach the child consumer. The growing interest in children as consumers has been paralleled by increased concern about the consequences of marketing aimed at children, in particular television advertising. These concerns have been fueled by empirical evidence that children's exposure to television advertising may indeed lead to materialistic attitudes, increased purchase requests, and parent-child conflict (see Buijzen & Valkenburg, 2003a).
This study investigates which types of parental mediation are most effective in ...