#9654. Preschoolers request behaviour and family conflict: The role of family communication and advertising mediation styles

November 2026publication date
Proposal available till 15-05-2025
4 total number of authors per manuscript5500 $

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Journal’s subject area:
Social Psychology;
Applied Psychology;
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Abstract:
Managing pre-school childrens purchase requests, and dealing with the conflict that often arises when they are denied, can be a major challenge for parents as they negotiate their childrens growing brand exposure and their socialisation as consumers. This study focuses on the communication and mediation styles adopted by parents of pre-school children to understand the relationship with childrens brand exposure, request behaviour and family conflict. The study employed a mixed methods interview approach with 73 parent/child dyads, children participated in one-on-one activities with the interviewer, while parents answered closed and open ended survey questions.
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