Discrepancies between parents' and children's attitudes toward TV advertising.

The authors conducted a study with 500 parent-child dyads. The sample comprised 254 boys and 246 girls. The children were grouped into 5 age groups (1 group for each age from 7 to 11 years), with each group comprising 100 children. The survey regards discrepancies between children and their parents on attitudes toward TV advertising to determine how TV commercials affect children's developmental stages and, particularly, their credence, behavioral intentions, and TV enjoyment. Regarding enjoyment and purchase dimensions, the group of 7-year-old children claimed that they enjoyed and are influenced in their consumer attitude more than did the groups of 8-11-year-old children. Credence decreased significantly with age. This study showed that parents tended to undervalue TV advertising's influence on their children. Parents' conformity was a significant predictor of children's attitude toward TV advertising. Results indicated that a high level of parental conformity was linked to the number of brands children claimed to possess.