TY - JOUR
T1 - Understanding parental concern about toy-based programming
T2 - New insights from socialization theory
AU - Carlson, Les
AU - Laczniak, Russell N.
AU - Muehling, Darrel D.
PY - 1994
Y1 - 1994
N2 - In recent years, marketers have increasingly used toy-based programming as a means of promoting their products to children. While the practice remains controversial and likely to be the focus of continued governmental and advocacy group scrutiny, little is known about parents’ reactions to such programming. The present study extends past research on the topic by empirically testing the notion that parental styles (socialization tendencies) may be influential in shaping parents’ responses to toy-based programming. The findings indicate that parents exhibiting different parenting styles do tend to react differently to these programs aimed at their children.
AB - In recent years, marketers have increasingly used toy-based programming as a means of promoting their products to children. While the practice remains controversial and likely to be the focus of continued governmental and advocacy group scrutiny, little is known about parents’ reactions to such programming. The present study extends past research on the topic by empirically testing the notion that parental styles (socialization tendencies) may be influential in shaping parents’ responses to toy-based programming. The findings indicate that parents exhibiting different parenting styles do tend to react differently to these programs aimed at their children.
UR - http://www.scopus.com/inward/record.url?scp=0346239569&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0346239569&partnerID=8YFLogxK
U2 - 10.1080/10641734.1994.10505019
DO - 10.1080/10641734.1994.10505019
M3 - Article
AN - SCOPUS:0346239569
SN - 1064-1734
VL - 16
SP - 59
EP - 72
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -