Television advertising’s influence on parents’ gift-giving perceptions

Steven Holiday, Mary S. Norman, Robert Cummins, Terri N. Hernandez, Derrick Holland, Eric Rasmussen

Research output: Contribution to journalArticlepeer-review


Purpose This study aims to examine factors, beyond child requests, that influence parents’ perceptions of the most important gifts to give their children by assessing the influence of television advertising on children’s programming. Design/methodology/approach Using agenda-setting as a theoretical and methodological template, a content analysis of 7,860 commercials in children’s programming was compared using a questionnaire to 143 parents of 240 children to test the transfer of salience between advertising and parents’ perceptions. The study also examined the role of child purchase requests in this relationship. Findings The product categories that most prevalently advertised on children’s television had a significant relationship with the product categories that parents perceived to be the most important to give their children as gifts. Furthermore, the results indicate that this relationship was not contingent upon parental advertising mediation or child product requests. Research
Original languageEnglish
Pages (from-to)665-675
JournalJournal of Consumer Marketing
StatePublished - 2018


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