Attitudes of Parents Toward Advertising to Children in the UK, Sweden and New Zealand

Abstract

Data based on questionnaire measures from parents in New Zealand, the UK, and Sweden on attitudes toward advertising to children is presented. There is cross-national evidence that attitudes in this area are affectively strong and consistent and data is presented on responses to particular attitude statements that support this claim. An exploratory factor analysis on the Swedish and UK data suggests a factor structure in respondents with both positive and negative attitudinal clusters toward advertising to children. The paper concludes with suggestions for future research in order that the international debate’ on advertising and marketing to children is informed by cross” cultural research.

keywords:

• advertising
• attitude
• parent
• children
• UK
• Sweden
• New Zealand