TY - JOUR
T1 - Parent versus child reports of parental advertising mediation: Exploring the meaning of agreement
AU - Buijzen, M.
AU - Rozendaal, E.
AU - Moorman, M.
AU - Tanis, M.A.
PY - 2008
Y1 - 2008
N2 - In a survey among 360 parent-child dyads (children aged 8-12 years), parent and child reports of parental advertising mediation activities were examined. The first aim was to investigate how parent-child agreement in reporting mediation differed by family and child factors. Results showed that agreement was highest in communication-oriented families and between parents and girls. The second aim was to examine the role of agreement in predicting the mediation outcome (i.e., reduced materialism). Both measures predicted the mediation outcome, but its effectiveness was contingent on parent-child agreement. Mediation was most effective when parents and children both reported that parents often discussed advertising.
AB - In a survey among 360 parent-child dyads (children aged 8-12 years), parent and child reports of parental advertising mediation activities were examined. The first aim was to investigate how parent-child agreement in reporting mediation differed by family and child factors. Results showed that agreement was highest in communication-oriented families and between parents and girls. The second aim was to examine the role of agreement in predicting the mediation outcome (i.e., reduced materialism). Both measures predicted the mediation outcome, but its effectiveness was contingent on parent-child agreement. Mediation was most effective when parents and children both reported that parents often discussed advertising.
U2 - 10.1080/08838150802437180
DO - 10.1080/08838150802437180
M3 - Article
VL - 52
SP - 509
EP - 525
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
SN - 0883-8151
IS - 4
ER -