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Children’S Advertising on Television and their Consumer Socialisation: Parents’ Attitudes

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  • Ariana Nefat
  • Mauro Dujmović

Abstract

One of the most controversial issues in marketing is marketing towards children. Beginning with the analysis of the process of children’s involvement in consumption, child’s ability to understand and critically respond to an advertisement, parents’ attitudes to children’s advertising and possible directions and solutions to the problem of advertising to children the article empirically examines parents’ attitudes towards television advertising. Research results include parents of children aged between 10-12 and indicate that parents in general have no positive attitude to advertising to children and show mild interest for the prohibition of television advertisements.

Suggested Citation

  • Ariana Nefat & Mauro Dujmović, 2012. "Children’S Advertising on Television and their Consumer Socialisation: Parents’ Attitudes," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 25(1), pages 145-156, January.
    • Handle: RePEc:taf:reroxx:v:25:y:2012:i:1:p:145-156
    DOI: 10.1080/1331677X.2012.11517501
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