Maternal Communication Patterns, Advertising Attitudes and Mediation Behaviours in Urban India

Abstract

This study examined the linkages between maternal communication patterns, advertising attitudes and television mediation behaviours among urban middle‐class mothers in India. An important concern in cross‐cultural research is the applicability and use of both frameworks and instruments developed primarily in Western contexts in non‐Western settings. The survey data from this study suggested that the family communications framework could be used for understanding Indian middle‐class mothers' advertising attitudes and mediation behaviours. As theorized, socio‐orientation was related to negative attitudes towards both advertising in general and towards children's advertising. Further, concept orientation was related to discussions about television advertising with children. The results of this study have important implications for advertising strategies, particularly the finding that urban middle‐class mothers in India have positive attitudes towards advertising, unlike their Western counterparts, whose attitudes have become increasingly negative and sceptical.