Çocuklara Yönelik Gıda Reklamları: Ebeveynlerin Bireysel Ahlak Felsefeleri, Ebeveynlik Tarzları ve Cinsiyetin Etkilerinin Araştırılması

Abstract

The purpose of this study is to test an integrative model that examines the role of parents in the interaction of food advertising and children. Specifically, the study intends to examine the mediating role of parenting style on the relationship between the personal moral philosophies of parents and attitudes towards food advertising (AA) targeted at children. Personal moral philosophies were examined in two aspects, namely idealism and relativism, while parenting styles are conceptualized as socio-and concept-orientation. The paper also considers the differential effect of parents' gender for this mediation context. Data were collected from 112 Turkish parents who have 3 to 8 year-old children via face-to-face questionnaire. A moderated mediation framework and Bootstraping were used to test the proposed relationships. The results indicated that while socio-oriented parenting style mediates the relationship between idealism and AA, concept-oriented parenting style mediates the relativism-AA link. More idealist parents have more socio-oriented parenting styles as well as more negative attitudes towards food advertising targeted at children than relativist does and concept-oriented parents. The mediating effect of parenting style on the relationship between moral philosophies of the parents and AA was found to be moderated by gender of the parents. The study contributes to literature by examining the combining effect of personal moral philosophy of parents and their parenting style on attitudes towards advertising targeted at children considering parents' gender as moderator.