South Asian Journal of Management

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Parental Style and Television Socialization of Children and Adolescents:A Perceptual Study in the Indian Context


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1 Prestige Institute of Management & Research (PIMR), Education and Health Sector, Scheme No. 54, Vijay Nagar, Indore-452010, Madhya Pradesh, India
     

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Consumer socialization is the procedure through which youngsters procure the skills, attitudes, and learning that are significant to function as consumers in the market place. The role of parents in the consumer socialization process is undisputable. Parents often show their concerns towards impact of other socialization agents on the children and adolescents. The impact of television advertisements has always been a matter of concerns for the parents especially for the risky consequences it has over behaviors and attitudes. Consumer socialization of children and adolescents, television socialization and parental style are interlinked with each other. The current study is an attempt to understand this relationship in India where family structure and communication patterns are undergoing a tremendous transformation. The results reveal that the parents are worried about the impact of television on youngsters. Irrespective of their gender, age and co-viewing frequency parents in India unanimously want to control the content their children watch on television and also wish to monitor it.

Keywords

Consumer Socialization, Pester Power, Parental Style, Television Socialization.
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  • Parental Style and Television Socialization of Children and Adolescents:A Perceptual Study in the Indian Context

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Authors

Tarun Kushwaha
Prestige Institute of Management & Research (PIMR), Education and Health Sector, Scheme No. 54, Vijay Nagar, Indore-452010, Madhya Pradesh, India

Abstract


Consumer socialization is the procedure through which youngsters procure the skills, attitudes, and learning that are significant to function as consumers in the market place. The role of parents in the consumer socialization process is undisputable. Parents often show their concerns towards impact of other socialization agents on the children and adolescents. The impact of television advertisements has always been a matter of concerns for the parents especially for the risky consequences it has over behaviors and attitudes. Consumer socialization of children and adolescents, television socialization and parental style are interlinked with each other. The current study is an attempt to understand this relationship in India where family structure and communication patterns are undergoing a tremendous transformation. The results reveal that the parents are worried about the impact of television on youngsters. Irrespective of their gender, age and co-viewing frequency parents in India unanimously want to control the content their children watch on television and also wish to monitor it.

Keywords


Consumer Socialization, Pester Power, Parental Style, Television Socialization.

References