Socializing children about television: An intergenerational study

Les Carlson, Russell N. Laczniak, Ann Walsh

Journal of the Academy of Marketing Science · 2001 · Volume 29 · Issue 3

Abstract

This article describes a study on mothers’ views of television and children’s perceptions of their mothers’ socialization efforts regarding television. Results from the investigation involving 174 mother and child (in Grades 3–6) dyads suggest that mothers’ perceptions of their responsibilities regarding children’s television viewing vary by parental style. In addition, children’s perceptions of mothers’ verbal interactions about TV and coviewing together with opinions, monitoring, and controlling of television similarly vary across parental styles. These findings support previous research that parental styles play a role in determining the manner in which mothers socialize their offspring about television.

Keywords

Consumer Research, Television Viewing, Authoritative Parent, Television Advertising, Consumer Socialization

Enable JavaScript for citation tools and additional paper interactions.