Investigation of the Influence of Parents-Child Communications on Consumption and Media Advertisements

The present research aims to investigate the influence of family communications patterns on TV advertisements based on parent-child communication pattern using dimensions: easygoing, cautious, pluralist, and compatible in a number of boys and girls primary schools in Tonekabon City, Iran. Questionnaire was used for data collection. Sample members were selected from students and their parents in Tonekabon primary schools. 370 questionnaires were usable. Structural equations modeling method was used for data analysis. Results showed that socialization communications hypotheses, high statistics of parents with supportive thinking in relation to other groups, high statistics of parents conversation with pluralist thinking in relation to other groups, high statistics of the influence of supportive parents on children attitude towards advertisement in relation to other groups, high statistics of parents control with supportive thinking and on watching TV in children in comparison with other groups, and social environment have direct influence on family communications. Furthermore, the influence of conceptualism communications, high statistics of parents with pluralist thinking with high education level was not verified. Finally, the main hypothesis of the research was verified. In other words, parent-child communications have direct impact on consumption and media advertisements.