South Asian Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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


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

   Subscribe/Renew Journal


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.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Albert, D., Chein, J., & Steinberg, L. (2013). The teenage brain peer influences on adolescent decision making. Current Directions in Psychological Science, 22(2), 114-120.

  • Ali, A., Ravichandran, N., & Batra, D. K. (2013). Children’s choice of influence strategies in family purchase decisions and the impact of demographics. Vision: The Journal of Business Perspective, 17(1), 27-40.

  • APA. (2002). Developing adolescents: A reference for professionals. Washington, DC: American Psychological Society.

  • Arnett, J. J. (1995). Adolescents’ uses of media for self-socialization. Journal of Youth and Adolescence, 24(5), 519-533.

  • Arnett, J. J. (2014). Adolescence and emerging adulthood. Pearson Education Limited.

  • Baiocco, R., D’Alessio, M., & Laghi, F. (2009). Discrepancies between parents’ and children’s attitudes toward TV advertising. The Journal of Genetic Psychology, 170 (2), 176-191.

  • Bakir, A., Rose, G., & Shoham, A. (2005). Consumption, communication and parental control of children’s television viewing: A multi-rater approach. Journal of Marketing Theory and Practice, 13(2), 47-58.

  • Bandura, A. (1977). Social learning theory. Englewood Cliffs, NJ: Prentice-Hall.

  • Banks, S., & Gupta, R. (1980). Television as a dependent variable for a change. Journal of Consumer Research, 7(3), 327-330.

  • Baumrind, D. (1980). New directions in socialization research. American Psychologist, 35,639-652.

  • Baumrind, D. (1991). The influence of parenting style on adolescent competence and substance use. Journal of Early Adolescence, 11(1), 56-95.

  • Baumrind, D. (1996). The Discipline Controversy Revisited. Family Relations, 45,405-414.

  • Beuf, A. H. (1976). Television commercials as socializing agents. In Ann Arbor (Ed.), Advances in Consumer Research, 3 (pp. 528-530). MI: Association for Consumer Research.

  • Boush, D.M., Friestad, M. & Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21 (June), 165--175.

  • Brown, B. (1990). Peer groups and peer cultures. In S. Feldman & G. R. Elliott (Eds.), At the threshold: The developing adolescent (pp. 171-196). Cambridge, MA: Harvard University Press.

  • Buijzen, M., Van Reijmersdal, E. A., & Owen, L. H. (2010). Introducing the PCMC model: An investigative framework for young people’s processing of commercialized media content. Communication Theory, 20(4), 427–450.

  • Bush, A. J., & Boller, G.W. (1991). Rethinking the role of television advertising during health crises: A rhetorical analysis of the federal AIDS campaign. Journal of Advertising, 20(1), 28-37.

  • Butter, E., Popovich, P. M., Stackhouse, R. H., & Garner, R. (1981). Discrimination of television programs and commercials by preschool children. Journal of Advertising Research, 21 (April), 53-56.

  • Calvert, S. L. (2008). Children as consumers: Advertising and marketing. The Future of Children, 18(1), 205-234.

  • Carlson, L., & Grossbart, S. L. (1988). Parental style and consumer socialization of children. Journal of Consumer Research, 15(1), 77-94.

  • Carlson, L., Grossbart, S., & Tripp, C. (1990). An investigation of mothers’ communication orientations and patterns. Advances in Consumer Research, 17, 804-812.

  • Carlson, L., Grossbart, S. L., & Stuenkel, J. K. (1992). The role of parental socialization types on differential family communication patterns regarding consumption. Journal of Consumer Psychology, 1(1), 31-52.

  • Carlson, L., Laczniak, R. N., & Walsh, A. (2001). Socializing children about television: an intergenerational study. Journal of the Academy of Marketing Science, 29(3), 277-289.

  • Caruana, A., & Vassallo, R. (2003). Children’s perception of their influence over purchases: The role of parental communication patterns. Journal of Consumer Marketing, 20(10), 55-66.

  • Chandler, T. M., & Heinzerling, B. M. (1999). Children and adolescent in the marketplace: Twenty five years of academic research. In Ann Arbor (Ed.), MI: The Pierian Press.

  • Deborah, M., & Catherine, L. H. (2005). Consumer socialization in a wired world: The effects of internet use and parental communication on the development of skepticism to advertising. Journal of Marketing Theory and Practice, 13(3), 62-75.

  • Dens, N., De Pelsmacker, P., & Eagle, L. (2007). Parental attitudes towards advertising to children and restrictive mediation of children’s television viewing in Belgium. Young Consumers, 8(1), 7-18.

  • Dittmar, H. (2011). Material and Consumer Identities. New York: Springer Science.

  • Dotson, M. J., & Hyatt, E. M. (2005). Major influence factors in children’s consumer socialization. Journal of Consumer Marketing, 22(1), 35-42.

  • Fox, R. J., Krugman, D. M., Fletcher, J. E., & Fischer, P. M. (1998). Adolescents’ attention to beer and cigarette print ads and associated product warnings. Journal of Advertising, 27(3), 57-68.

  • Gardner, H.(1982). Developmental psychology: An introduction. Boston: Little, Brown.

  • Grotevant, H. D. (1987). Toward a process model of identity formation. Journal of Adolescent Research, 2(3), 203-222.

  • Gunter, P., & Furnham, A. (1998). Children as consumers: A psychological analysis of the young people’s market. London: Routledge.

  • Heckler, E. S., Childers, L. T., & Arunachalem, R. (1989). Intergenerational influences in adult buying behaviours: an examination of moderating factors. In Srull, T. (Ed.), Advances in Consumer Research, 16 (pp. 276-284). Provo, UT: Association for Consumer Research.

  • Henriksen, L., Feighery, E. C., Scheleicher, N. C., & Fortmann, S. P. (2008). Receptivity to alcohol marketing predicts initiation of alcohol use. Journal of Adolescent Health, 42(1), 28-35.

  • Ip, J., Mehta, K. P., & Coveney, J. (2007). Exploring parent’s perceptions of television food advertising directed at children. Nutrition & Dietetics, 64, 50-58.

  • John, D. R. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183-213.

  • Lui, C. K., Chung, P. J., Wallace, S. P., & Aneshensel, C. S. (2014). Social status attainment during the transition to adulthood. Journal of Youth and Adolescence, 43(7), 1134-1150.

  • Mangleburg, T. F., & Bristol, T. (1998). Socialization and adolescents’ skepticism toward advertising. Journal of Advertising, 27(3), 11-21

  • Martin, C. A., & Bush, A. J. (2000). Do role models influence teenagers’ purchase intentions and behaviour?” Journal of Consumer Marketing, 17(5), 441-453.

  • Moore, J. N., Raymond, M. A., Mittelstaedt, J. D., & Tanner, J. F. Jr. (2002). Age and consumer socialization agent influences on adolescents’ sexual knowledge, attitudes and behaviour: implications for social marketing initiatives and public policy. Journal of Public Policy & Marketing, 21(1), 37-52.

  • Moore, R. L., & Stephens, L. F. (1975). Some communication and demographic determinants of adolescent consumer learning. Journal of Consumer Research, 2 (September), 80-92.

  • Moore, R. L., & Moschis, G. P. (1981). Impact of newspaper reading on adolescent consumers. Newspaper Research Journal, 2(4), 1-8.

  • Moore, R. L., & Smith, R. B. (1983). The impact of family communication on adolescent consumer socialization. In Thomas, C. K. (Ed.), Advances in Consumer Research, 11 (pp. 314-319). Chicago, IL: Association for Consumer Research.

  • Moscardelli, D., & Heyes, C. L. (2005). Consumer socialization in a wired world: The effects of internet use and parental communication on the development of skepticism to advertising, Journal of Marketing Theory and Practice; Summer 2005; 13(3), 62-75.

  • Moschis, G. P., & Moore, R. L. (1978). An analysis of the acquisition of some consumer competencies among adolescents. Journal of Consumer Affairs, 12(2), 277-291.

  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of Consumer Research, 6, 101-112.

  • Moschis, G. P. (1985). The role of family communication in consumer socialization of children and adolescents. Journal of Consumer Research, 11(4), 898-913.

  • Moschis, G. P., Prahasto, A. E., & Mitchell, L.G. (1986). Family communication influences on the development of consumer Behaviour. Advances in Consumer Research, 13, 365-369.

  • Moschis, G. P., & Churchill, A. G. (1978). Consumer socialization: A theoretical and empirical analysis, Journal of Marketing Research, 15(4), 599-609.

  • Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of Consumer Research, 6(September), 101-112.

  • Mukherji, J. (2005). Maternal communication patterns, advertising attitudes and mediation behaviours in urban India. Journal of Marketing Communications, 11 (4), 247-262.

  • Neeley, S., & Coffey, T. (2007). Understanding the ‘foureyed four-legged’ consumer: A segmentation analysis of US Moms. Journal of Marketing Theory and Practice, 15(3), 251-261.

  • Neely, S. (2005). Influences on consumer socialization. Young Consumers: Insight and Ideas for Responsible Marketers, 6(2), 63-69.

  • Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528.

  • Pechmann, C., Levine, L., Loughlin, S., & Leslie, F. (2005). Impulsive and selfconscious: Adolescents’ vulnerability to advertising and promotion. Journal of Public Policy & Marketing, 24(2), 202-221.

  • Peracchio, L. A., & Luna, D. (1998). The development of an advertising campaign to discourage smoking initiation among children and young. Journal of Advertising, 27(3), 49-56.

  • Ritson, M., & Elliott, R. (1999). The social uses of advertising: An ethnographic study of adolescent advertising audiences. Journal of Consumer Research, 26(3), 260-277.

  • Robertson, T. S., & Rossiter, J. R. (1974). Children and commercial persuasion: An attribution theory analysis. Journal of Consumer Research, 1 (June), 13-20.

  • Rose, G., Bush, V., & Kahle, L. (1998). The influence of family communication patterns on parental reactions toward advertising: a cross-national examination. Journal of Advertising, 27(4), 71-85.

  • Rose, G. M. (1999). Consumer socialization, parental style, and developmental timetables in the United States and Japan. Journal of Marketing, 63(3), 105-119.

  • Rozendaal, E., Slot, N., Van Reijmersdal, E. A., & Buijzen, M. (2013). Children’s responses to advertising in social games. Journal of Advertising, 42(2-3), 142-154.

  • Steinberg, L. (2005). Cognitive and affective development in adolescence. Trends in Cognitive Sciences, 9(2), 69-74.

  • Van Reijmersdal, E.A., Boerman, S.C., Buijzen, M., & Rozendaal, E. (2016). This is advertising! Effects of disclosing television brand placement on adolescents. Journal of Youth and Adolescence, May, 1-15. DOI: 10.1007/s10964-016-0493-3.

  • Viswanathan, M., Childers, T. L., & Moore, S. E. (2000). The measurement of intergenerational communication band influence on consumption: Development, validation, and cross-cultural comparison of the IGEN scale. Journal of the Academy of Marketing Science, 28(3), 406-424.

  • Walsh, A. D., Laczniak, R. N., & Carlson, L. (1998). Mothers’ preferences for regulating children’s television. Journal of Advertising, 27(Fall) 23-36.

  • Ward, S., & Wackman, D. (1971). Family and media Influences on adolescent consumer learning. American Behavioral Scientist, 14 (January/February), 415-427.

  • Ward, S., & Walkman, D. B. (1973). Effects of television advertising on consumer socialization. Cambridge. MA: Marketing Science Institute.

  • Ward, S. (1974). Consumer socialization. Journal of Consumer Research, 1(2), 1-14.

  • Wiman, A. R. (1983). Parental influence and children’s responses to television advertising, Journal of Advertising, 12(1), 12-18.

  • Young, B. M., deBruin, A., & Eagle, L. (2003). Attitudes of parents toward advertising to children in the UK, Sweden and New Zealand. Journal of Marketing Management, 19(3/4), 475-490.


Abstract Views: 183

PDF Views: 0




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

Abstract Views: 183  |  PDF Views: 0

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