Abstract
It is often assumed that advertising contributes to conflicts between parents and children. The underlying idea here is that advertising encourages children to ask for the advertised products. Because parents do not want to comply with all these product requests, they have to say no to their children more often. As a result, the chance of conflicts between the parent and child increases. Studies of the effects of advertising on children's request behavior have consistently demonstrated that children who often watch commercial television ask their parents for products more often. In addition, there is also evidence of a relation between children's advertising-induced purchase requests and the occurrence of parent-child conflicts. However, researchers have suggested a number of child and family variables that may affect the relation between advertising and parent-child conflict.
