Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

Abstract

The current study examines how mainland Chinese parents communicate with their children about consumption and advertising. A survey of 1,665 parents of children aged six to 14 in Beijing, Nanjing and Chengdu was conducted in December 2001 to March 2002. Using Moore and Moschis's typology of family communication patterns, Chinese parents are classified into four types including laissez-faire, protective, pluralistic, and consensual parents. Results indicated Chinese parents are classified primarily as consensual in type with both high socio- as well as concept-oriented communication. Family communication patterns differ among parents of different demographic groups as well as among different dyad relationships. Parents with a higher education level and families with a higher household income engaged more frequently in concept-oriented communication. Pluralistic and consensual parents discussed with children about television commercials more often than laissez-faire and protective parents. Consensual parents perceived they have a greater influence on children's attitude toward advertising than laissez-faire parents. Implication for marketers and advertisers are discussed.

Keywords

Advertising, Children (kinship), China, Communications, Consumption, Parents

Publication Date

11-30-2002

Source Publication Title

Journal of Consumer Marketing

Volume

20

Issue

4

Start Page

317

End Page

334

Publisher

Emerald

Peer Reviewed

1

DOI

10.1108/07363760310483685

Link to Publisher's Edition

http://dx.doi.org/10.1108/07363760310483685

ISSN (print)

07363761

Included in

Communication Commons

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