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


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 Research over 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).