Abstract
This study examines demographic and attitudinal predictors of parents reported ownership of baby DVDs among a national sample of US parents with children under age three. Results indicate few associations with demographic variables. Fathers report greater ownership of baby videos/DVDs, and parents with more videos/DVDs report more satisfaction with these products. Parent attitudes toward early childhood education are related to owning more videos/DVDS, while promotionfocused orientation (i.e., propensity to pursue possible rewards when outcomes are uncertain) predicts satisfaction with baby videos/DVDs. Furthermore, results indicate that parents’ belief in the educational value of media for young children is a strong predictor of both ownership and satisfaction with these products. In light of the controversy surrounding baby videos/DVDs and growing number and variety of screen media for infants and toddlers, implications of these findings for policy and further research are discussed.
Original language | English (US) |
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Pages (from-to) | 212-230 |
Number of pages | 19 |
Journal | Journal of Children and Media |
Volume | 9 |
Issue number | 2 |
DOIs | |
State | Published - Jan 1 2015 |
Externally published | Yes |
Keywords
- Attitudes toward media
- Consumer attitudes
- Infant/toddler
- Media ownership
- Parent
- Promotion focus
ASJC Scopus subject areas
- Cultural Studies
- Communication