The influence of parental styles on children's consumption
Purpose This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers awareness of children s media exposure, likelihood of setting media and consumption limits and communications with children about commercial messages. Design/methodology/approach The research design included a survey aimed at mothers of children ages four eight. The researchers collected demographic, behavioral and consumption information regarding the mother s youngest child. Findings The results suggest that nurturing mothers are more aware of advertising aimed at children and talk more to children regarding advertising and consumption than authoritarian mothers. Mothers who are nurturing and not authoritarian are more likely to yield to requests and favor more regulation than other parents. Research limitations/implications The research is based on a convenience sample of mothers who were willing to provide confidential personal information about their children. Practi.