title: 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.
authors.affiliation: The Amsterdam School of Communications Research, ASCoR, University of Amsterdam, Amsterdam, The Netherlands. m.a.buijzen@uva.nl
authors.forename: Moniek
authors.initials: M
authors.lastname: Buijzen
mesh_terms: D000329:Advertising; D001364:Awareness; D002648:Child; D002675:Child, Preschool; D003142:Communication; D003210:Concept Formation; D003469:Culture; D004435:Eating; D002149:Energy Intake; D005260:Female; D005502:Food; D005518:Food Preferences / Q000523:psychology; D006801:Humans; D008297:Male; D016487:Parenting / Q000523:psychology*