Citation

Stephenson MT, Quick BL, Hirsch HA. Commun. Res. 2010; 37(1): 73-104.

Copyright

(Copyright © 2010, SAGE Publishing)

DOI

10.1177/0093650209351471

PMID

unavailable

Abstract

Using a theoretical model of parenting, this study assessed the differential effects of parental antidrug ads on parents who have adopted an authoritarian parenting style and on those who use a permissive parenting style. The effects of two types of ads were studied. One ad type featured parental monitoring and the other ad type featured nurturing parent practices. An ad type by parenting style interaction was predicted on cognitions, attitudes, and behavioral intent to monitor or engage in positive involvement parenting. Two data analytic strategies provided moderate support for the hypothesis. The results suggested that a targeting approach using parenting styles is viable for future research.