Evidence in support of a strategy to target authoritarian and permissive parents in antidrug media campaigns

Michael T. Stephenson, Brian L Quick, Holly A. Hirsch

Research output: Contribution to journalArticlepeer-review

Abstract

Using a theoretical model of parenting, this study assessed the differential effects of parental antidrug ads on parents who have adopted an authoritarian parenting style and on those who use a permissive parenting style. The effects of two types of ads were studied. One ad type featured parental monitoring and the other ad type featured nurturing parent practices. An ad type by parenting style interaction was predicted on cognitions, attitudes, and behavioral intent to monitor or engage in positive involvement parenting. Two data analytic strategies provided moderate support for the hypothesis. The results suggested that a targeting approach using parenting styles is viable for future research.

Original languageEnglish (US)
Pages (from-to)73-104
Number of pages32
JournalCommunication Research
Volume37
Issue number1
DOIs
StatePublished - Feb 2010

Keywords

  • Adolescents
  • Antidrug ad
  • Parental influence
  • Parenting styles
  • Substance use prevention

ASJC Scopus subject areas

  • Language and Linguistics
  • Communication
  • Linguistics and Language

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