Understanding the Bases of Parental Concern and Reaction to Children's Food Advertising

Abstract

While the possibility of a federal ban on children's food advertising has been eliminated, the possibility of private actions by concerned parents remains a potent threat. Marketers can use socialization theory to understand the roots of parental concern, assess its strategic importance, and formulate appropriate responses. Hypothesized socialization tendencies are found in survey data linking parents' concerns with their child-rearing and nutritional attitudes, child interaction behaviors, mediating responses, and demographics. Marketing strategies are recommended that focus on these socialization tendencies.