61 KB486 KB58 KB199220252011Gradišek, Polonaletnik:20številka:4str. 73-93ISSN:1318-1874COBISSID:9077833URN:URN:NBN:SI:doc-3ZCJ568IslDruštvo psihologov SlovenijePsihološka obzorja (Ljubljana)advertisingchildchildrenconsumer behaviorFamily functionning scales (ICPS)Lestvica funkcioniranja družine (ICPS)oglaševanjeotrociparent roleParental control of children's television viewing (an adopted version)parentsPrilagojen vprašalnik starševskega nadzora otrokovega gledanja televizijeQuestionnaire on children's and parents' response to television advertisingstaršiteacherstelevisiontelevision advertisingtelevizijatelevizijsko oglaševanjeučiteljivedenjevedenje potrošnikovvloga starševVprašalnik o odzivih otrok in staršev na oglaševanjeOdzivanje staršev na želje otrok po izdelkih iz oglasov| Parents' responses to their children's wishes for advertised products|In our study we investigated how children express their wishes for products advertised on television and how parents respond to their children's wishes. 133 parents of children between 3 and 9 years of age filled in three questionnaires: Questionnaire on children's and parents' response to television advertising, Parental control of children's television viewing (an adapted version) and Family functioning scales. Results have shown that children usually tell their parents about their wishes or ask for a specific product several times. They rarely nag with the intention of getting a product. Parents react differently to their children's wishes: most of them usually explain to their children that they cannot get everything they want or they reconsider whether the child really needs a certain product. They rarely come up with excuses. We have found significant correlations between parents' purchasing styles and their reactions to children's requests. Those parents who tend to buy items which they were not planning to get, comply their children's wishes more often than those who stick to what they intended to purchase in the first place. Findings of the study were used to prepare a list of useful strategies for parents and teachers - how to discuss the effects of advertising with childrenV raziskavi smo preučevali, kako otroci izražajo želje po izdelkih iz oglasov ter kako se nanje odzivajo starši. 133 staršev otrok, starih od 3 do 9 let, je izpolnilo Vprašalnik o odzivih otrok in staršev na oglaševanje, Prilagojen vprašalnik starševskega nadzora otrokovega gledanja televizije in Lestvico funkcioniranja družine. Rezultati so pokazali, da otroci iz vzorca svojim staršem najpogosteje izrazijo svoje želje po izdelkih iz oglasov tako, da jim povedo, da si izdelek želijo ali večkrat omenjajo, da bi ga radi imeli, najredkeje pa skačejo od želje in sitnarijo z namenom dobiti določen izdelek. Starši se različno odzivajo na izražene želje otrok: najpogosteje otroku razložijo, da ne more vsega dobiti in premislijo, ali izdelek otrok res potrebuje, najredkeje si izmislijo izgovor. Starši, ki pri nakupovanju dopuščajo možnost nakupa izdelka, ki ni predviden, pogosteje ugodijo željam otrok. Ugotovitve raziskave smo v zaključku povezali s priporočili za starše in učitelje, kako se lahko z otroki pogovarjajo o oglasih, da bodo ti do njih bolj kritični ter da bodo razumeli njihov namenTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo psihologov Slovenije