The effectiveness of parental communication in modifying the relation between food advertising and children's consumption behaviour

Abstract

The aim of this study was to examine the effectiveness of various types of parental communication in modifying children's responses to television food advertising. In a combined diary-survey study among 234 parents of 4- to 12-year-old children, I investigated how different styles of advertising mediation (active vs. restrictive) and consumer communication (concept-oriented vs. socio-oriented) moderated the relation between children's advertising exposure and their consumption of advertised energy-dense food products. Interaction analysis in regression showed that active advertising mediation (i.e. explaining the purpose and nature of advertising), and socio-oriented consumer communication (i.e. emphasizing control and restrictions) significantly reduced the impact of advertising on children's food consumption. Parental restrictions of advertising exposure were only effective among younger children (<8). These results suggest that critical discussion about advertising and rule making about consumption are most effective in countering the impact of food advertising.

Reducing the volume, exposure and negative impacts of advertising for foods high in fat, sugar and salt to children: A systematic review of the evidence from statutory and self-regulatory actions and educational measures

“…Three studies used cross-sectional survey designs (Buijzen, 2009;Harris and Bargh, 2009;Yu, 2011), and nine studies used experimental or quasi-experimental designs (Bickham and Slaby, 2012;Dhar and Baylis, 2011;Dixon et al, 2007;Ferguson et al, 2012;Goldberg, 1990;Gorn and Goldberg, 1982;Hindin et al, 2004;Potvin Kent et al, 2011a, 2012.…”

“…These actions were aimed at reducing the volume of and children's exposure to advertising of foods HFSS, but did not explicitly focus on wider impacts. Six studies reported on educational measures to curb the influence of advertising for foods HFSS (Bickham and Slaby, 2012;Buijzen, 2009;Ferguson et al, 2012;Harris and Bargh, 2009;Hindin et al, 2004;Yu, 2011). These included media literacy interventions with parents or children, and parental communication with children relating to food advertising, and were aimed at improving diet quality, attitudes and beliefs towards food advertising.…”

“…Samples were small and non-random, however, Buijzen (2009) tried to ensure that a mix of social groups was represented. Survey measures were partially rather than fully validated (Buijzen 2009;Harris and Bargh, 2009;Yu, 2011).…”

“…Samples were small and non-random, however, Buijzen (2009) tried to ensure that a mix of social groups was represented. Survey measures were partially rather than fully validated (Buijzen 2009;Harris and Bargh, 2009;Yu, 2011). Statistical analyses were described in detail, however, it was unclear whether demographic variables had been controlled for (Buijzen, 2009;Harris and Bargh, 2009;Yu, 2011).…”

Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

“…The assumption behind this proposition is often that children can react as competent consumers if they understand the mechanisms of the market and are aware of persuasive attempts by retailers and manufacturers. Especially with a view to protecting children from undesired effects of advertising, this strategy seems to be prominent while other more restrictive strategies seem to be less suitable for protecting children (Buijzen 2009). …”