The Influence of Family Communication Patterns on Parental Reactions toward Advertising: A Cross-National Examination

The global children's market holds tremendous potential, yet little research has been conducted on international attitudes toward advertising and family communication patterns. Using consumer socialization as a theoretical foundation, the authors examine family communication patterns and genera...

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Bibliographic Details
Published in:Journal of advertising 1998-12, Vol.27 (4), p.71-85
Main Authors: Rose, Gregory M., Bush, Victoria D., Kahle, Lynn
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Analysis
Attitude (Psychology)
Attitudes
Beliefs, opinions and attitudes
Cable television industry
Children
Children & youth
Childrens television
Cognitive development
Communication
Communication patterns
Consumer behavior
Consumers
Consumption
Families & family life
Influence
Laissez faire
Mediation
Mothers
Parent attitudes
Parents
Pluralist school
Psychological aspects
Socialization
Statistical analysis
Studies
Television advertising
Television commercials
Television programs
Television viewing
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Summary:The global children's market holds tremendous potential, yet little research has been conducted on international attitudes toward advertising and family communication patterns. Using consumer socialization as a theoretical foundation, the authors examine family communication patterns and general attitudes toward television advertising among mothers of children three to eight years of age in the United States and Japan. A four-category typology based on concept- and socio-orientation was used to classify mothers of both nationalities. Laissez-faire (low socio-, low concept-orientation) mothers had the most positive attitudes toward and the lowest mediation of their children's exposure to television advertising. Pluralistic (low socio-, high concept-orientation) and consensual (high on both dimensions) mothers had the highest mediation of and most negative attitudes toward advertising. The responses of protective mothers (high socio-, low concept-orientation) were between those extremes. Overall, American mothers were distributed relatively equally across categories, whereas Japanese mothers were classified primarily as either laissez-faire or protective. The results confirm and extend the findings of consumer socialization research and yield practical implications for global segmentation.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1998.10673570