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Exploring the influence of mothers’ attitudes toward advertising on children's consumption of screen media
Author(s) -
Kowalczyk Christine M.,
Royne Marla B.
Publication year - 2016
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12306
Subject(s) - mediation , structural equation modeling , advertising , psychology , consumption (sociology) , test (biology) , media consumption , media use , the internet , developmental psychology , social psychology , sociology , business , computer science , social science , paleontology , machine learning , world wide web , biology
This study explores mothers’ attitudes toward advertising in general, attitudes toward advertising to their young children aged 2‐ to 7‐year old, and how these attitudes relate to parental restrictive mediation of screen media usage, specifically television, videogames, and the Internet. A structural equation model was used to test the proposed relationships. Results indicate that mothers’ attitudes toward advertising may influence the level of restrictive mediation of children's television and videogame usage.