Onderzoeksartikel

De onbedoelde effecten van televisiereclame: een review

Authors

• • Moniek Buijzen Moniek Buijzen ORCID profile. (opens in new tab)
• • Patti M. Valkenburg Patti M. Valkenburg ORCID profile. (opens in new tab)

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.

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