The Influence of Parental and Communication Style on Consumer Socialization: A Meta-Analysis Informs Marketing Strategy Considerations Involving Parent–Child Interventions

Jessica Mikeska, Robert L. Harrison III, Les Carlson and Chris L. S. Coryn

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.
Mikeska et al.

MANAGEMENT SLANT

  • Meta-analytical results revealed that theoretical pairs of family communication patterns (FCPs) and parental socialization styles predicted mediation strategies similarly.
  • Mean media control, coviewing, and discussion strategies often were carried out in significantly different fashions, per theorized FCP–parental socialization style pairs.
  • Managers deciding to segment parent or child consumers by either FCP or parental socialization now can choose just one socialization categorization, because this research found the theoretical pairs to behave similarly.
  • Managers developing parent or child consumer-segmentation strategies should adapt their strategies to account for relatively more media mediation among consensual and authoritative parents.
  • Managers...

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