Onderzoeksartikel

De onbedoelde effecten van televisiereclame: een review

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Abstract

The unintended effects of advertising. This model describes the existing hypotheses about the impact of advertising on (a) materialism, (b) parent-child conflict, and (c) unhappiness. The validity of each of the hypotheses in the model is tested using a vote-counting analysis. Our analyses yielded a small to moderate effect size for the relationship between advertising and materialism, as well as a small to moderate effect size for the relationship between advertising and parent-child conflict. Support for the hypothesized relationship between advertising and unhappiness was not found. Our vote-counting analysis provides several working hypotheses for further research as well as some suggestions for moderator variables that should be taken into account in future research.

How to Cite:

Buijzen, M. & Valkenburg, P., (2003) “De onbedoelde effecten van televisiereclame: een review”, Tijdschrift voor Communicatiewetenschap 31(1), 13–30.