Understanding the Bases of Parental Concern and Reaction to Children's Food Advertising
研究基于社会化理论，通过调查数据揭示父母对儿童食品广告的担忧与育儿态度、营养观念、互动行为及人口统计特征的关系，为营销者提供应对策略。
While the possibility of a federal ban on children's food advertising has been eliminated, the possibility of private actions by concerned parents remains a potent threat. Marketers can use socialization theory to understand the roots of parental concern, assess its strategic importance, and formulate appropriate responses. Hypothesized socialization tendencies are found in survey data linking parents' concerns with their child-rearing and nutritional attitudes, child interaction behaviors, mediating responses, and demographics. Marketing strategies are recommended that focus on these socialization tendencies.