Impact of family communication pattern on the formation of advertising attitude

Abstract

Aim: The present research article examines the impact of family communication pattern on the formation of advertising attitude. The socio-orientation and concept-orientation scale have been used to classify the communication pattern of different households. Base on the scale, the family communication pattern classified in pluralistic, protective, consensual, and laissez-fair. Cluster analysis has been run to classify the population in similar groups. newline newlineMaterials and Methods: The selected cities of the Gujarat states have been targeted for convenient sampling. The parametric test and regression test used to analyze the responses. newline newlineResults and Discussion: The results exhibit a significant impact of family communication pattern on formation and changing of advertising attitude. The attitude towards television advertising also influences the child-specific advertising attitude. The pluralistic parents stress horizontal communication and encourage open discussion of television advertising and its impact on the lifestyles. Moreover, protective families are conservative in discussing the various purchase-related matters in the home. They are expecting obedience and social harmony from their children. The statistical results reveal the impact of frequency of newspaper reading on the formation of advertising attitude while there is no significant impact of frequency of television watching on the formation of advertising attitude have been observed. newline newlineConclusion: All the family communication pattern significantly affects the attitude towards child-related advertising. The limited sample size and the limited geographic scope of the research pose a limitation of the study. Further study could be carried by a bigger sample size and wider geographic consideration. Moreover, the study can also be done to understand the family communication pattern on purchase intentions or purchase decisions.