IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/22321.html
   My bibliography  Save this paper

Effects of television advertising on children: with special reference to pakistani urban children

Author

Listed:
  • Abideen, Zain Ul
  • Salaria, Rashid M.

Abstract

The purpose of study is to deliberate upon the impacts of television advertising on children & to identify those critical impacts which lead to behavioral and eating disorder in children. Impacts of TV advertising were identified as unnecessary purchasing, low nutritional food and materialism. A questionnaire using five point likert scale was administered to 425 parents of children aged between 9-14 years, and studying in schools. Samples were drawn through convenience sampling approach from four cities of Pakistan namely Islamabad, Rawalpindi, Bahawalpur & Multan. Data were analyzed by using SPSS software. Pearson correlation was used to measure the relationships of the variables on one-to-one basis indicating the most correlated variable was Unnecessary Purchasing which had Pearson correlation value of 0.312 and significance value of 0.000. It was followed by a Materialism which had Pearson correlation value of 0.260 and significance value of 0.000. Then comes Low Nutritional Food being Pearson correlation value of 0.258 and significance value of 0.000. Testing of hypothesis found that television advertising increases the consumption of food that is unhealthy, having low nutritional values and high in Sugar, Fat and Salt (SFS) in children with F=30.146 & P=0.000. Subsequently, it was found that Television advertising leads to increase in unnecessary purchasing in children with F= 45.747 & P=0.000 and materialism in children with F=30.545 & P=0.000. So, it is summed up that TV advertising is affecting children by increasing their food consumption pattern, preference for low-nutrient, high in sugar, fat & salt (SFS) foods and beverages, change in attitude that is aggressive and violent in nature and inclination towards unnecessary purchasing.

Suggested Citation

  • Abideen, Zain Ul & Salaria, Rashid M., 2009. "Effects of television advertising on children: with special reference to pakistani urban children," MPRA Paper 22321, University Library of Munich, Germany, revised 30 Apr 2010.
  • Handle: RePEc:pra:mprapa:22321
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/22321/1/MPRA_paper_22321.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Oxford University Press, vol. 26(3), pages 183-213, December.
    2. Roedder, Deborah L, 1981. "Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach," Journal of Consumer Research, Oxford University Press, vol. 8(2), pages 144-153, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sabrina Bruyneel & Laurens Cherchye & Sam Cosaert & Bram De Rock & Siegfried Dewitte, 2020. "Verbal Aptitude Hurts Children’s Economic Decision Making Accuracy," Working Papers ECARES 2020-22, ULB -- Universite Libre de Bruxelles.
    2. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    3. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    4. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    5. van Reijmersdal, Eva A. & Rozendaal, Esther & Hudders, Liselot & Vanwesenbeeck, Ini & Cauberghe, Veroline & van Berlo, Zeph M.C., 2020. "Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 94-106.
    6. Reifurth, Katherine R.N. & Wear, Henry T. & Heere, Bob, 2020. "Creating fans from scratch: A qualitative analysis of child consumer brand perceptions of a new sport team," Sport Management Review, Elsevier, vol. 23(3), pages 428-442.
    7. De Jans, Steffi & Hudders, Liselot, 2020. "Disclosure of Vlog Advertising Targeted to Children," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 1-19.
    8. Ovca, Andrej & Jevšnik, Mojca & Jereb, Gregor & Raspor, Peter, 2016. "Effect of educational intervention on young people, targeting microbiological hazards in domestic kitchens," Food Policy, Elsevier, vol. 61(C), pages 156-162.
    9. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    10. Akhter Ali & N. Ravichandran & D.K. Batra, 2013. "Children’s Choice of Influence Strategies in Family Purchase Decisions and the Impact of Demographics," Vision, , vol. 17(1), pages 27-40, March.
    11. Strong, Carolyn A. & Martin, Brett A.S., 2014. "Effects of perspective taking and entitlement on consumers," Journal of Business Research, Elsevier, vol. 67(9), pages 1817-1823.
    12. Zsótér, Boglárka & Nagy, Péter, 2012. "Our Everyday Emotions and Finances – The role money-related attitudes and materialistic orienta-tion play in developing financial culture," Public Finance Quarterly, Corvinus University of Budapest, vol. 57(3), pages 286-297.
    13. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    14. Heleen van der Meulen & Rinaldo Kühne & Suzanna J. Opree, 2018. "Validating the Material Values Scale for Children (MVS-c) for Use in Early Childhood," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 11(4), pages 1201-1216, August.
    15. Williams, Janine & Ashill, Nicholas & Thirkell, Peter, 2016. "How is value perceived by children?," Journal of Business Research, Elsevier, vol. 69(12), pages 5875-5885.
    16. Zubair, Maria & Khanum, Ayesha & Nasir, Marjan, 2018. "Transfer Of Behavioral Traits From Parents To Children: An Experimental Approach," MPRA Paper 92121, University Library of Munich, Germany.
    17. Elodie Gentina & L. J. Shrum & Tina M. Lowrey & Scott J. Vitell & Gregory M. Rose, 2018. "An Integrative Model of the Influence of Parental and Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power, and Materialism," Journal of Business Ethics, Springer, vol. 150(4), pages 1173-1186, July.
    18. Gilbert Giacomoni, 2017. "Luxuary collection and pre-owned market transplant : hybrid identity, histocompatibility and business creation [La greffe du luxe et de l’occasion : identité hybride, histocompatibilité et émergenc," Post-Print hal-01706953, HAL.
    19. Yanping Gong & Jian Li & Julan Xie & Long Zhang & Qiuyin Lou, 2022. "Will “Green” Parents Have “Green” Children? The Relationship Between Parents’ and Early Adolescents’ Green Consumption Values," Journal of Business Ethics, Springer, vol. 179(2), pages 369-385, August.
    20. Lisbeth Ku, 2015. "Development of Materialism in Adolescence: The Longitudinal Role of Life Satisfaction Among Chinese Youths," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 124(1), pages 231-247, October.

    More about this item

    Keywords

    TV Advertising; Low Nutritional Food; Violence; Unnecessary Purchasing; Materialism;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:22321. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.