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Br J Dev Psychol. 2009 Mar;27(Pt 1):105-21.

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

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1
The Amsterdam School of Communications Research, ASCoR, University of Amsterdam, Amsterdam, The Netherlands. m.a.buijzen@uva.nl

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.

PMID:
19972665
[Indexed for MEDLINE]

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