Exploring the Antecedents of Mothers’ Attitudes Toward the FCC’s Policy Statement on Toy-Based Programming

Abstract

In 1991, the FCC issued a policy stating that toy-based programming (TBP) is acceptable but barred commercials for featured toys during the show. The present study’s purpose was to assess the extent to which mothers’ parental socialization tendencies, policy familiarity, and TBP opinions influence attitudes toward the FCC’s policy. Regression results based on responses from 158 mothers suggest that attitudes toward the FCC’s policy seem to be driven primarily by attitudes toward TBP. Familiarity with the policy appears to have less of an (but still significant) impact in determining opinions about the ruling.

Additional information

Notes on contributors

Russell N. Laczniak

Russell Laczniak (Ph.D. University of Nebraska) is associate professor of marketing and 3M Corporate Business Laboratory Faculty Scholar at Iowa State University. Currently his research focuses on issues relating to children’s advertising and its effects on the family. Dr. Laczniak’s publications have appeared in, Journal of Advertising, Journal of Business Research, Journal of Consumer Affairs, Journal of Current Issues and Research in Advertising, Journal of Marketing Communication, Journal of Marketing Theory and Practice, Journal of Public Policy and Marketing, Psychology and Marketing In addition, Dr. Laczniak has presented a number of papers at various national conferences.

Les Carlson

Les Carlson (Ph.D. University of Nebraska) is professor of marketing in the Department of Marketing, College of Business & Public Affairs, Clemson University. Dr. Carlson’s publications include articles in the International Marketing Review, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Current Issues and Research in Advertising, Journal of Macromarketing, Journal of Marketing Education, Journal of Marketing Theory and Practice, and Journal of Public Policy and Marketing.

Ann Walsh

Ann Walsh (Ph.D. University of Nebraska) is assistant professor of marketing in the Department of Marketing and Finance, College of Business and Technology, Western Illinois University. Dr. Walsh’s publications include articles in the Journal of Advertising, Journal of Academy of Marketing Science, and the Journal of Consumer Affairs.