The effectiveness of parental communication in modifying the relation between food advertising and children's consumption behaviour

Moniek Buijzen

110 citations0/0 files storedBritish Journal of Developmental Psychology

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Child Development and Digital Technology Nutrition, Health and Food Behavior Obesity, Physical Activity, Diet

Abstract

The aim of this study was to examine the effectiveness of various types of parental communication in modifying children's responses to television food advertising. In a combined diary-survey study among 234 parents of 4- to 12-year-old children, I investigated how different styles of advertising mediation (active vs. restrictive) and consumer communication (concept-oriented vs. socio-oriented) moderated the relation between children's advertising exposure and their consumption of advertised energy-dense food products. Interaction analysis in regression showed that active advertising mediation (i.e. explaining the purpose and nature of advertising), and socio-oriented consumer communication (i.e. emphasizing control and restrictions) significantly reduced the impact of advertising on children's food consumption. Parental restrictions of advertising exposure were only effective among younger children (<8). These results suggest that critical discussion about advertising and rule making about consumption are most effective in countering the impact of food advertising.

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References

1997The Psychology of Attitudes 1981Attitudes and Persuasion: Classic and Contemporary Approaches 2000The Limited Capacity Model of Mediated Message Processing 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1985The Role of Family Communication in Consumer Socialization of Children and Adolescents 1999Identifying and Explaining the Relationship Between Parental Mediation and Children's Aggression 1979Television and Interpersonal Influences on Adolescent Consumer Learning 2000Young girls' emerging dietary restraint and disinhibition are related to parental control in child feeding

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2009Do children's cognitive advertising defenses reduce their desire for advertised products?2015A content analysis of television food advertising to children: comparing low and general‐nutrition food 2014Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

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