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Effects of television advertising on children: with special reference to pakistani urban children

Author

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  • Abideen, Zain Ul
  • Salaria, Rashid M.

Abstract

The purpose of study is to deliberate upon the impacts of television advertising on children & to identify those critical impacts which lead to behavioral and eating disorder in children. Impacts of TV advertising were identified as unnecessary purchasing, low nutritional food and materialism. A questionnaire using five point likert scale was administered to 425 parents of children aged between 9-14 years, and studying in schools. Samples were drawn through convenience sampling approach from four cities of Pakistan namely Islamabad, Rawalpindi, Bahawalpur & Multan. Data were analyzed by using SPSS software. Pearson correlation was used to measure the relationships of the variables on one-to-one basis indicating the most correlated variable was Unnecessary Purchasing which had Pearson correlation value of 0.312 and significance value of 0.000. It was followed by a Materialism which had Pearson correlation value of 0.260 and significance value of 0.000. Then comes Low Nutritional Food being Pearson correlation value of 0.258 and significance value of 0.000. Testing of hypothesis found that television advertising increases the consumption of food that is unhealthy, having low nutritional values and high in Sugar, Fat and Salt (SFS) in children with F=30.146 & P=0.000. Subsequently, it was found that Television advertising leads to increase in unnecessary purchasing in children with F= 45.747 & P=0.000 and materialism in children with F=30.545 & P=0.000. So, it is summed up that TV advertising is affecting children by increasing their food consumption pattern, preference for low-nutrient, high in sugar, fat & salt (SFS) foods and beverages, change in attitude that is aggressive and violent in nature and inclination towards unnecessary purchasing.

Suggested Citation

  • Abideen, Zain Ul & Salaria, Rashid M., 2009. "Effects of television advertising on children: with special reference to pakistani urban children," MPRA Paper 22321, University Library of Munich, Germany, revised 30 Apr 2010.
    • Handle: RePEc:pra:mprapa:22321
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    References listed on IDEAS

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    1. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
    2. Roedder, Deborah L, 1981. "Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 144-153, September.
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    More about this item

    Keywords

    TV Advertising; Low Nutritional Food; Violence; Unnecessary Purchasing; Materialism;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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