Soni, Pavleen; Singh, Raghbir - In: Society and Business Review 7 (2012) 3, pp. 244-259
Purpose – Parents are seen to mediate media behavior of their children to protect them from negative and undesirable … effects of advertising. In doing so, they either restrict TV viewing by children or actively discuss ad content with children …. The nature of mediation strategy to be used depends upon the age of their children. The purpose of this study is to …