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)....