Odzivanje staršev na želje otrok po izdelkih iz oglasov

Gradišek, Polona (author)

V raziskavi smo preučevali, kako otroci izražajo želje po izdelkih iz oglasov ter kako se nanje odzivajo starši. 133 staršev otrok, starih od 3 do 9 let, je izpolnilo Vprašalnik o odzivih otrok in staršev na oglaševanje, Prilagojen vprašalnik starševskega nadzora otrokovega gledanja televizije in Lestvico funkcioniranja družine. Rezultati so pokazali, da otroci iz vzorca svojim staršem najpogosteje izrazijo svoje želje po izdelkih iz oglasov tako, da jim povedo, da si izdelek želijo ali večkrat omenjajo, da bi ga radi imeli, najredkeje pa skačejo od želje in sitnarijo z namenom dobiti določen izdelek. Starši se različno odzivajo na izražene želje otrok: najpogosteje otroku razložijo, da ne more vsega dobiti in premislijo, ali izdelek otrok res potrebuje, najredkeje si izmislijo izgovor. Starši, ki pri nakupovanju dopuščajo možnost nakupa izdelka, ki ni predviden, pogosteje ugodijo željam otrok. Ugotovitve raziskave smo v zaključku povezali s priporočili za starše in učitelje, kako se lahko z otroki pogovarjajo o oglasih, da bodo ti do njih bolj kritični ter da bodo razumeli njihov namen.

• Language: Slovenian
• Keywords: televizijsko oglaševanje, vedenje potrošnikov, vedenje, otroci, starši, učitelji, Vprašalnik o odzivih otrok in staršev na oglaševanje, Prilagojen vprašalnik starševskega nadzora otrokovega gledanja televizije, Lestvica funkcioniranja družine (ICPS)
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: PEF - Faculty of Education
• Publisher: Društvo psihologov Slovenije
• Year: 2011
• Number of pages: Str. 73-93
• Numbering: Letn. 20, št. 4
• PID: 20.500.12556/RUL-76968
• UDC: 159.922.7:659.1
• ISSN on article: 1318-1874
• COBISS.SI-ID: 9077833
• Publication date in RUL: 30.12.2015

Record is a part of a journal

• Title: Psihološka obzorja
• Publisher: Društvo psihologov Slovenije
• ISSN: 1318-1874
• COBISS.SI-ID: 3084808

Secondary language

• Language: English
• Title: Parents' responses to their children's wishes for advertised products

Abstract

In our study we investigated how children express their wishes for products advertised on television and how parents respond to their childrenʼs wishes. 133 parents of children between 3 and 9 years of age filled in three questionnaires: Questionnaire on children's and parentsʼ response to television advertising, Parental control of children's television viewing (an adapted version) and Family functioning scales. Results have shown that children usually tell their parents about their wishes or ask for a specific product several times. They rarely nag with the intention of getting a product. Parents react differently to their childrenʼs wishes: most of them usually explain to their children that they cannot get everything they want or they reconsider whether the child really needs a certain product. They rarely come up with excuses. We have found significant correlations between parentsʼ purchasing styles and their reactions to childrenʼs requests. Those parents who tend to buy items which they were not planning to get, comply their childrenʼs wishes more often than those who stick to what they intended to purchase in the first place. Findings of the study were used to prepare a list of useful strategies for parents and teachers - how to discuss the effects of advertising with children.

• Keywords: television advertising, consumer behavior, children, parents, teachers, Questionnaire on children's and parents' response to television advertising, Parental control of children's television viewing (an adopted version), Family functionning scales (ICPS)