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Communication Research
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The Unintended Effects of Television Advertising

A Parent-Child Survey

Moniek Buijzen

Amsterdam School of Communication Research, University of Amsterdam

Patti M. Valkenburg

Amsterdam School of Communication Research, University of Amsterdam

The aim of this parent-child survey is to investigate how television advertising is related to children's purchase requests, materialism, disappointment, life dissatisfaction, and family conflict. In a first step, a conceptual model based on existing hypotheses was developed, and in a second step, this model was tested using a sample of 360 parent-child (8- to 12-year-olds) dyads. Using structural equation modeling, the findings show that advertising is positively and directly related to children's purchase requests and materialism. It is also positively, though indirectly (mediated by advertising-induced purchase requests), related to family conflict, disappointment, and life dissatisfaction. Parent-child consumer communication and parental mediation of advertising are important moderators of the effects of advertising on children's purchase requests and materialism.

Key Words: children • advertising • parent-child survey • materialism • parent-child conflict

Communication Research, Vol. 30, No. 5, 483-503 (2003)
DOI: 10.1177/0093650203256361
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