Managing pre-school children's purchase requests, and dealing with the conflict that often arises when they are denied, can be a major challenge for parents as they negotiate their children's growing brand exposure and their socialisation as consumers. This study focuses on the communication and mediation styles adopted by parents of pre-school children to understand the relationship with children's brand exposure, request behaviour and family conflict. The study employed a mixed methods interview approach with 73 parent/child dyads, children participated in one-on-one activities with the interviewer, while parents answered closed and open ended survey questions. Results suggest that socio-oriented communication styles (stressing obedience and parental control), and restricting advertising exposure, may reduce children's brand exposure and frequency of purchase requests. However, a focus on actively managed advertising exposure, and engaging children in open and critical discussion (concept-oriented communication), are the most important variables in reducing family conflict. The study contributes to our understanding of successful parental consumer socialisation styles by examining outcomes for children in the perceptual stage of consumer development, and the strategies likely to lead to their development as competent consumers. The paper concludes with suggestions for resources to support active mediation and communication styles for families.

中文翻译：

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学龄前儿童的请求行为与家庭冲突：家庭沟通与广告中介方式的作用

管理学龄前儿童的购买请求，以及处理被拒绝时经常出现的冲突，可能是父母在协商孩子不断增长的品牌曝光度和他们作为消费者的社会化时的重大挑战。本研究侧重于学前儿童家长采用的沟通和调解方式，以了解与儿童品牌曝光、请求行为和家庭冲突的关系。该研究采用混合方法采访 73 位父母/孩子，孩子们与采访者进行一对一的活动，而父母则回答封闭式和开放式调查问题。结果表明，以社会为导向的沟通方式（强调服从和父母控制）和限制广告曝光，可能会减少儿童的 s 品牌曝光度和购买请求频率。然而，关注积极管理的广告曝光，让孩子参与公开和批判性的讨论（以概念为导向的交流），是减少家庭冲突的最重要的变量。该研究通过检查儿童在消费者发展的感知阶段的结果以及可能导致他们发展为有能力的消费者的策略，有助于我们了解成功的父母消费者社会化方式。本文最后提出了支持家庭积极调解和沟通方式的资源建议。是减少家庭冲突的最重要变量。该研究通过检查儿童在消费者发展的感知阶段的结果以及可能导致他们发展为有能力的消费者的策略，有助于我们了解成功的父母消费者社会化方式。本文最后提出了支持家庭积极调解和沟通方式的资源建议。是减少家庭冲突的最重要变量。该研究通过检查儿童在消费者发展的感知阶段的结果以及可能导致他们发展为有能力的消费者的策略，有助于我们了解成功的父母消费者社会化方式。本文最后提出了支持家庭积极调解和沟通方式的资源建议。