Predictors of baby video/dvd ownership: Findings from a national sample of american parents with young children

Matthew A. Lapierre, Sarah E. Vaala

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

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 languageEnglish (US)
Pages (from-to)212-230
Number of pages19
JournalJournal of Children and Media
Volume9
Issue number2
DOIs
StatePublished - 2015
Externally publishedYes

Keywords

  • Attitudes toward media
  • Consumer attitudes
  • Infant/toddler
  • Media ownership
  • Parent
  • Promotion focus

ASJC Scopus subject areas

  • Cultural Studies
  • Communication

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