Abstract
The study seeks to assess the possible effects of television advertising on children's buying response from early childhood to early adolescence and the role of parent-child interaction in this process. For the purpose, two non-disguised structured questionnaires were designed and administered: one to the children and the other to their parents. Children from different income groups and both the sexes were considered. The study has revealed that parents give due recognition to the increasing role of children above the age of eight years in the family's purchase decision. Both the parents and the children felt the impact of TV advertisements on children's purchase request. However, with an increase in the age of the child, the parents' perception of the children's purchase request being influenced by TV advertisements tended to decrease. Parents' response to children's purchase request was found to be strongly influenced by the age of the child and the family income. The results further implied that parent-child interaction plays an important role in the children's learning positive consumer values and in parents perceiving the influence as positive on their children's buying response. Thus, instead of criticizing TV advertisements, it would be desirable if parents resort to more of co-viewing and explaining the intent and contents of such advertisements to their children.
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