Parental Style: The Implications of What We Know (and Think We Know)

This article presents a synthesis of our prior work in consumer socialization of children. We focus discussion on parents as consumer-socialization agents and offer a review of the effects of parents as agents of children’s consumer socialization as moderated by parental styles.

Parental Style: The Implications of What We Know (and Think We Know)

Les Carlson

University of Nebraska/Lincoln

Russell N. Laczniak

Iowa State University

Chad Wertley

University of Nebraska/Lincoln

INTRODUCTION

For many years, both advertising practitioners and public-policy makers have expressed an interest in determining how children respond to advertising (Macklin and Carlson, 1999; Banks, 1975). Indeed, multiple articles have appeared in the Journal of Advertising Researchover the past 50 years that dealt with the topic (Ward, 1972; Bakir, Blodgett, and Rose, 2008). In general, results suggested that advertising does influence children’s beliefs, attitudes, and purchase intentions (Frideres, 1973)....

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