Parental regulation on children's T.V viewing and consumption of advertised products in Goa

This study has been undertaken to find out parents attitude towards their children's consumption of advertised products, advertising and watching of television. Data collection has been undertaken from North and South districts of Goa during the period from December 2013 to February 2014. Parents of children in the age group of 6-12 years were approached through the schools. They were told to take the questionnaire home and get it filled by the parent who spent maximum time with them. Parent's attitude was measured through parental advertising mediation scale developed by Young, De Bruin and Eagle (2003) and partially by Walsh, Laczniak and Carlson (1998). Results of the study revealed that parents of children in the age group of 6-7 and 8-9 were more concerned about the negative impact of advertising and consumption of advertised products and undertook restrictive mediation to keep a check on them. They also felt that since children of this age group were tender, immature and less aware of the commercial intent of advertising they were an easy prey and hence required to be controlled, while children in the age group of 10-12 years were grown up, mature and could better understand the good and bad effects of advertising and required less supervision.