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The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households.

Hypotheses formulation was guided by cultivation theory and the concept of compensatory consumption. The hypotheses were later examined by using ordinary least square (OLS) regression on the data from the large nationally representative India Human Development Survey, 2011 (IHDS-II) database.

Television viewing duration of the household exerts a positive effect on its annual category-level conspicuous consumption expenditure. The nature of this relationship is enhanced for the BoP households. The annual category-level conspicuous consumption for the BoP households increases by close to four percent for every hour increase in their television viewing duration while such increase for other households is close to one and a half percent only.

Findings can be further strengthened by using time-lagged dependent variable taken at monthly intervals, as well as survey data linking household television viewing duration with desirability of conspicuous goods.

Managers can rely on television for reaching BoP consumers while being cognizant of the negative effects of promoting conspicuous consumption among them. They need to adopt a responsible marketing approach. Besides regulating television, policymakers need to work toward increased provisioning of educational and financial services for BoP households. They can leverage television for promoting beneficial behavior in BoP households.

The study empirically establishes the external validity of cultivation theory at the household level in an emerging economy by using a large nationally representative database. It also establishes the higher vulnerability of BoP households to increase category-level conspicuous consumption in response to television viewing. To the best of the authors’ knowledge, this is the first study to empirically examine the effect of television viewing duration of household on its annual category level conspicuous consumption.

This paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home.

Participants included 486 parents of pre-schoolers. A cross-sectional design involving a quantitative online survey measured the number and age of children in the home, parents’ mediation styles and advertising attitudes, parents’ levels of education and pre-schoolers’ television exposure.

Co-viewing was the most frequent viewing experience followed by instructive and restrictive mediation. A univariate analysis revealed that parental education and negative attitudes towards advertising were associated with less viewing time for pre-schoolers, although the presence of other siblings mediated this relationship. Logistic regression revealed mediation styles were associated with parental education, attitudes towards advertising, viewing time and the presence of other siblings. Pre-schoolers with an older sibling were less likely to experience co-viewing and more likely to experience instructive mediation.

The findings revealed that parents of pre-schoolers are concerned about advertising to children and actively mediate their child’s exposure. Parental attitudes and education, and sibling composition influence pre-schoolers’ television consumption, and pre-schoolers with an older sibling might be most vulnerable to negative media effects. The sample was limited to primarily higher educated parents and might not generalize.

The study extends the field by focusing on pre-schoolers and provides novel insights into the influence of sibling composition on television consumption.

Points out that numerous studies have attempted to understand the behavior of television viewers. Gone are the days when the entire family gathered around the television, paying rapt attention to the programming. Suggests that the television as “family hearth” has been replaced, as viewers are more aptly characterized as “nomadic”, wandering from channel to channel, from room to room, and from activity to activity. Reports on an in‐depth study of the activities, patterns of behavior, locations of viewing, and attitudes of everyday consumers toward television in the 1990s. Multiple observational methods were used, ranging from unobtrusive observation of viewing, sketches made by viewers of their television viewing location, and focus group interviews. Findings suggest that advertising not only competes with other television shows for the consumer′s attention, but also competes with a multitude of activities, interruptions, and even other televisions within the same or adjacent rooms. Such findings pose a much more complex picture of “cutting the clutter” than that which is traditionally assumed; suggests managerial implications and recommendations for further understanding the complexities of viewer behaviors.

The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China.

The paper shows that a survey of 646 adolescents aged 11 to 17, in Guangzhou City, and in a rural county of Henan Province, was conducted in 2006. Constructs were measured using established scales.

Television advertising viewing demonstrated first‐ and second‐order cultivation effects among urban as well as rural respondents. Heavy television advertising viewers were more likely to have a higher perceived affluence than light television advertising viewers. Heavy television advertising viewers were also more materialistic than light television advertising viewers. When television‐advertising viewing was controlled, urban respondents had a higher perceived affluence, while rural respondents had a higher level of materialism.

Students in grades 7 and 8 were examined only. A convenient sampling method was adopted. The city selected for the study is highly advanced in terms of economical and advertising development compared with most other Chinese cities.

Rural adolescents did not hold strong beliefs about prevalence of affluence in society. Popularity appeal may not be a fruitful marketing communication strategy for durable goods for them. Different marketing communication strategies should be adopted for the urban and rural adolescents as target audience.

The paper is a pioneer work on the study of consumption values of adolescents in urban and rural China.

The purpose of this paper is to investigate parents' attitudes toward advertising to children, and advertised foods in particular, as well as parental concern regarding children's nutrition habits and the degree to which these perceptions influence television monitoring by parents.

A questionnaire assessing attitudes was distributed among parents of Belgian primary and secondary school children. Parental mediation of television viewing was measured by self‐reports. A structural equation model was built using data from a sample of 485 parents.

The study finds that parental nutrition attitudes and the degree to which advertising causes family conflicts and pestering are among the most important drivers of restrictive mediation of television. Attitudes towards food advertising, the degree to which children can understand the commercial intent of advertising and the perceived influence of advertisements on children do not directly affect restrictive mediation.

The model was based on a single‐country study, and did not distinguish between parents of different socio‐economic backgrounds or between parents with children in different age categories. All the constructs used in this model were self‐reports. The model could also be extended to encompass different types of mediation.

Parents serve as gatekeepers for children's television viewing. Advertisers targeting children need to obtain the green light of the gatekeepers before they can reach the children. It is therefore important that advertisers have an understanding of how parents perceive advertising and which factors specifically incite them to restrict their children's viewing.

Attitudes of parents are considered as a multidimensional construct, consisting of “commercial intent”, “conflict” and a separate component relating to advertised foods. The differential impact of each of these components, as well as parents' nutritional concerns and perceived advertisement influence, on restrictive mediation is assessed.

The purpose of this paper is to understand factors that affect viewing of television news programmes by people living with dementia, and to identify dementia-friendly design principles for television news programmes and factors for personalising object-based media broadcast.

Extensive public involvement comprising two discussion groups with people with dementia and family carers informed the study design and provided supplementary secondary data. Primary data collection comprised a focus group interview with people with dementia (n=4) and family carers (n=4). Past viewing experiences and perceived barriers and facilitators to viewing television were explored. Participants commented on an array of video clips comprising varying segments of fictional news programmes, plus control versions of each segment.

Four themes were identified: content (general comments, context, type of media and pace); presenter (body language, clothing and accent); background (location and studio appearance); and technical aspects (graphics, sound, colours, camera, transitions, general issues).

Limitations included a modest sample size which is offset by exemplary public involvement in informing the study design.

Measures ensured research involvement and participation was made accessible to people living with dementia.

Participants benefited from sharing views with peers and expressed enhanced wellbeing from knowing their participation could lead to improved television viewing, an important social occupation, for people with dementia in the future.

This study is the first to be published which focusses on dementia-friendly television news programmes.

The current paper examines the relationships between watching television for various times of day and reading achievement for a subsample of third grade language minority (LM) students compared to third grade students in general.

The analysis uses ECLS-K 1998–99 data to first test for significant differences between the two samples, then further explores these relationships using separate OLS multiple regression models, while controlling for past reading achievements and socioeconomic variation.

Building on more nuanced versions of displacement theory, this paper finds a positive relationship between reading achievement and watching television after dinner on weekdays specifically for LM students. For the general sample, watching TV on weekends or weekdays at any time period has no relationship with reading achievement.

This research suggests the potential for TV or perhaps other media to act as a lingual- or cultural-learning facilitator for LM students, being positively tied to reading achievement. The paper’s unique focus on multimedia use and LM students makes it particularly applicable to educators and public policy officials tasked with confronting the reading skills gap for a growing LM student population.

This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant of television programme audience size.

The study models a series of factors linked to lead-in audience retention, such as rating of the second programme, genre match and competitor options. The hypothesised relationships are tested across over 1,000 pairs of programmes aired in the UK and Australia, using multivariate linear regression models.

The study finds the factors consistently related to significantly higher lead-in audience retention are the rating of the second programme in the pair and news genre match in programming. Factors consistently linked to lower audience retention include the rating of the initial programme and the number of competitor options starting at the same time as the second programme.

The findings help television networks understand drivers of lead-in audience retention. Knowledge that can be used to inform the design of tailored marketing plans for programmes based on schedule, timing and adjacent programming. Further, the findings help advertisers and media buyers with scheduling television advertising to achieve reach or frequency objectives.

No previous studies have comprehensively combined all four factors driving lead-in audience retention into a single model. The testing across multiple markets adds to the robustness of the findings. In particular, the discoveries about the impact of competitor network activities and genre build considerably on past research.

Guided by Bronfenbrenner’s Ecological System’s model, this study documented acculturation and parental involvement in low-income Chinese immigrant homes that serve as predictors of parental mediation. By surveying 165 parents of 3–13-year-old immigrant children, this study found that low-income Chinese parents enacted restrictive mediation the most and exhibited a slow acculturation process even after an average of seven years of emigration. Higher parental acculturation was related to a higher use of active and restrictive mediation. Additionally, different aspects of parental involvement also served as predictors of the three mediation strategies. Chinese cultural emphasis on academic excellence and success was used to help interpret the findings. Future research should consider implementing research-based adult media literacy programs for immigrant parents to help them practice their parental mediation skills in the host culture.

The purpose of this paper is to illustrate how an international company, Nielsen Holdings, reacted to changes in their highly competitive industry brought about by advances in technology. This case presents the strategic management decisions that enabled Nielsen to regain its competitive advantage. This case further describes the functioning of the resource-based view (RBV) of strategy, dynamic capabilities framework, and digital data genesis (DDG), in a turbulent business environment.

The case study is based primarily upon secondary data to include annual reports, press releases, company web site, as well as articles.

The case study provides an example of the functioning of a once durable competitive advantage that was eroded due to advances in technology, and the steps the company took to regain that advantage. The paper illustrates the functioning of a capability and a dynamic capability in DDG.

This case can be used for the teaching of decision making, business strategy, the RBV of strategy, dynamics capabilities, and DDG.

This paper provides an example of the functioning of the capability and dynamic capability of DDG.