9. The higher economical level of the family is, the better is parental attitude towards a brand due to child's attitude towards the brand.

10. The more the parental desire to buy products / brands due to the influence of child's friends is, the less is the parental desire to buy products / brands due to the advertising influence on the child.

11. The closer child's age to 6-12 years old is, the higher is child's instant desire to purchase.

12. The more likely child's participation in family purchasing decision making process is, the less influence has child's attitude towards a brand due to parental attitude towards the brand.

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Application A

Images

Image 1: Socio-demographic characteristics of the sample

Image 2: Children's interview



Image 3: Children's interview

Image 4: Children's interview (boys)

Image 5: Children's interview (girls)

Image 6: Parent's interview



Application B

Tables

Table 1

Family communication mode

Family communication orientation
	Conceptual, low level	Conceptual, high level
Social, low level	Laissez faire	Pluralistic
Social, high level	Protective	Consensus

Table 2

Socio-demographic characteristics of the sample

Table 3

Socio-demographic characteristics of the sample

Table 4

Socio-demographic characteristics of the sample

Table 5

Socio-economic characteristics of the sample

Table 6

Socio-economic characteristics of the sample

Table 7

Family mode of the sample

Table 8

Frequency distribution about the influence of different variables on the child's opinion



Table 9

Frequency distribution about the influence of different variables on the child's opinion

Table 10

Frequency distribution about the influence of different variables on the child's opinion

Table 11

Frequency distribution about the influence of different variables on the child's opinion

Table 12

Frequency distribution about the influence of different variables on the child's opinion

Table 13

Frequency distribution about the influence of different variables on the child's opinion

Table 14

Frequency distribution about the influence of different variables on the child's opinion

Table 15

Confirmation of the interview results: 90% of parents answered that family relations cannot deteriorate due to the impact of advertising on the child

Table 16

H1 is disproved



Table 17

H1 is disproved

Table 18

H4, H6 are disproved



Application C

Groups of tables

Group of tables 1

H2 is confirmed



Group of tables 2

H3 is confirmed

Group of tables 3

H5 is confirmed



Group of tables 4

The more loyal and positive to the brand a child is, the more loyal is the parent towards the brand



Group of tables 5

The more the level of child's loyalty is, the less is child's instant desire to purchase



Group of tables 6

The more economical level of the family is, the better is parental attitude towards a brand due to child's attitude towards the brand



Group of tables 7

The more the parental desire to buy products / brands due to the friends' influence is, the less is the parental desire to buy products / brands due to the advertising influence

Group of tables 8

The closer child's age to 6-12 years old is, the higher is child's instant desire to purchase



Group of tables 9

The more likely child's participation in family purchasing decision making is, the less influence is child's attitude towards a brand due to parental one



Application D

Interview transcriptions

Four interviews within one family are described here. The other ones can be found in the Archive file in the format of audio files.

Participant 1. Ilya,12 years old

1. Do your parents give you pocket money?

Yes, when I ask. For example, 100 rubles, my mother can give them so that I buy a drink.

2. Do you buy anything for yourself?

Yes, I sometimes go to the store.

3. How do you make purchases?

I just buy if I want to.

4. Describe the economic level of your family.

There is enough money to buy a new phone, but not enough to buy an apartment or a car. There is a need to save for it.

5. Do your parents spend enough time with you?

Yes, they spend enough time with us, especially mom.

6. Is it important to have expensive items?

It doesn't seem to me to be important. It doesn't matter how well you are dressed. You can be a good person, but just not having an opportunity to buy expensive things, so you must buy non-original ones.

7. What do wealth and fortune mean to you?

When you can afford to buy an apartment or a car, a house. Family is also kind of wealth.

8. Does shopping make you happy?

Probably, yes, sometimes. Old things are not so eager to walk in, the new ones are much better.

9. Does purchasing expensive things make you happy?

No, it doesn't matter to me, again.

10. Are people who have all the things expensive happier than others?

If a person has food to eat, a car, devices, clothes, but doesn't have a family or parents, then he or she cannot be happier than others. Not everything can be achieved by money.

11. Do you discuss family purchase decisions together?

Yes, parents listen to what I want to buy. I recently wanted headphones, asked my mother. She said that I can sell something on Avito in order to earn and buy them. Well, if parents need to buy something for themselves, they consult with each other. If it is related to me, yes, we discuss it sometimes.

12. Do parents discuss where it is better to buy things?

No.

13. If you need a new thing, will parents let you choose which item to buy, which one not to buy?

Yes. I recently desired a new phone. They often break. My dad wouldn't let me buy it, even for my own money.

14. If parents buy a gift for you, do they ask what you want?

No, they do not ask. It does not happen that I do not like what they give to me, any gift is good.

15. Do parents want to know what you spend your money on?

Yes, they often ask.

16. If you bought something for your own money but your parents did not like it, how would they react?

They will just ask why I bought it. They will not argue.

17. Do parents say that you do not need to buy certain things? Or restrict you anyhow?

As I have just said, it happened once with my desire of a new phone.

18. If you ask your parents for a new thing, what will they do?

Rather, buy or give it to me.

19. Imagine the two situations. First: you heard about a product or a brand from friends. You desired them and come to your parents asking for a purchase. Second: you heard about a product or brand in an advertisement. You desired them and come to your parents asking for a purchase. Will the reaction of your parents be different for each of the cases?

No. What is the difference between advertising I saw and friends' goods that I desired? My parents will have the same reaction. Either refuse, or agree. Depends on the thing.

20. Does it happen that parents give presents they like, not you?

Yes, it happens.

21. Does the situation happen when you suddenly want to buy something?

No, it does not happen.

22. Look at the pictures. Imagine these objects are a part of commercial advertisement. Is there anything you like? Would you like to purchase the objects? (Images 2-4)

I liked some. I would like to purchase them, but not now, no matter when.

23. Do you have any favorite brands? If you have them and they got spoiled, will you buy them again in the future?

Yes, there are a few. If they are spoiled, yes. I will buy again. And when I become an adult, I hope that I will continue to use the brands I like now. They are high quality.

24. Will you share impressions about the information liked with your friends or parents?

May be. I will tell about them to my friends.

25. Imagine, your parent does not like the brand that you like. Will you still desire it and ask to buy products of your favorite brands?

Yes, I will try only not to talk about them every day. But, yes, I will buy them.

26. Does advertising have any effect on us?

Yes. For example, when you watch TV and advertising begins, you suddenly start desiring the things advertised, you start asking parents to buy them.

27. Do you think that relationships within the family can deteriorate if advertising affects us?

No, it doesn't seem true to me.

Participant 2. Kirill, 8 years old

1. Do parents give you pocket or gift money?

Yes. Sometimes they do. Just pocket money or on holidays.

2. Do you buy anything for yourself in the store?

No, I'm saving my money up.

3. Characterize economic level of your family?

If we buy things gradually, then it is enough for anything.

4. Do you think your parents spend enough time with you?

Yes, both mom and dad.

5. Is it important to have expensive things?

I do not know. I think, not. Because if you buy expensive things, then the money for the small ones will not be enough. If small things are good and enjoyable, then it is more important to have them.

6. What does wealth and fortune mean for you?

One million rubles.

7. Does wealth mean happiness?

It depends on the person. If a person is kind, then wealth brings happiness. If angry, no wealth will bring happiness.

8. Does shopping make you happy?

Sometimes yes, sometimes no. Yes - when somebody gives me what I want for a holiday.

9. Does buying expensive things make you happy?

No. If the thing is good and pleasant, it can bring happiness without big money amount.

10. Are people who have money, happier than others? Have they achieved everything that is needed in life?

If they are good, then yes. Probably they not really reach. With money you cannot buy everything at all. Every person has a weak spot.

11. When you want to buy something with your family, do your parents discuss a purchase with you?

Yes. Sometimes they give advice. This applies to both large and small purchases.

12. Do parents discuss with you where it is better to buy a thing?

No, they usually know it themselves.

13. When you need a new thing, how does the process of buying things happen?

If they are large and expensive, then parents give me them for the holidays.

14. Do your parents let you decide what things to buy or not?

For birthday and New Year, yes.

15. Do your parents ask in advance what you want for the holiday?

Yes.

16. If you would spend pocket money, would your parents want to know what you spend it on?

I think yes.

17. If parents do not like what you bought, how will they react?

They would tell me their opinion or would have an argument with me.

18. Do they restrict you?

Yes. For example, I know that I cannot buy Fanta. Those drinks are harmful for health.

28. Imagine the two situations. First: you heard about a product or a brand from friends. You desired them and come to your parents asking for a purchase. Second: you heard about a product or brand in an advertisement. You desired them and come to your parents asking for a purchase. Will the reaction of your parents be different for each of the cases?

Well, once I wanted a game that had a friend of mine. My mom bought it to me on the same day as soon as I told her that I want it. But if I see an interesting thing in advertising, I will not go to my parents. In advertising, constantly expensive games are shown.

19. Do you think that advertising can be cheating?

Yes, maybe.

20. Look at the pictures. Do you like any items? Do you think you need these products? (Images 2-4)

If it turns out to be expensive, I do not need it. If it isn't very expensive, then maybe.

21. Would you like to purchase this product right now? If you were given any money?

Yes, maybe. If it is inexpensive, I would buy it. It would be better given it to me.

22. Will you buy this or your favorite thing if it breaks or spoils?

Yes, but I would like to be given it to me.

23. Will you buy this product in the future to your children and yourself?

Yes, I will.

24. Will you share with your parents or friends what you like?

Yes, with parents.

25. Do you often want to buy something in this very moment?

Sometimes it happens if it is very inexpensive.

26. Do you know what the word “brand” means? Do you have a favorite brand? Do you want to buy products of your favorite brands all your life?

Yes, yes, yes.

27. Imagine that your parent does not like the brand you like. Will you buy products of this brand, despite their negative opinion?

Yes.

28. Do you think that advertising affects us?

No.

29. Do you think that family relationships can deteriorate due to advertising?

No.

Participant 3. Elena, 45 years old

1. How can you characterize the economic situation of your family?

For large purchases we have to postpone, with the small ones we practically do not deny ourselves.

2. How do you make family purchases?

We buy clothes, equipment, everything else as needed. We buy products every day, once a month, also how this is needed. Depends on availability. The products that spoil quick, we buy more often.

3. Education?

Higher.

4. Does work bring pleasure?

Mostly it is a source of income.

5. Does work bring enough income?

A person should always be a little unhappy to go on.

6. Do you spend enough time with the kids?

I have several children. I think no, the time is not enough.

7. Do you discuss purchasing decisions within the family? With children? Do children take an active part in purchasing decisions?

Yes. With children, too. If the item is interesting to the child, yes, we discuss. If not, they often just listen. We are always opened for our children's views and preferences.

8. Do you give your children pocket money? Is it enough?

Yes. Money is given for minor expenses. For large ones we discuss together and purchase it in a different way.

9. Imagine that your child needs a new thing. Describe the process of choosing a new thing for the child?

As a rule, we go to the store with the child. The child chooses something, something we do. Then tries it on. Then we look if it suits him / her or not.

10. Does it happen that you buy something a child without his / her knowledge? Does he / she like it?

Sometimes it happens. As a rule, yes, they like it.

11. Does it happen that you do not like what your children buy with their pocket money? What is your reaction?

Of course, it happens. Then I explain why I do not like it. I say that this is a bad choice. If this is an unhealthy thing, I will be against further purchases. If it is a thoughtless purchase, I hope, he / she will listen to my opinion and personal common sense.

12. Are there things that restrict to buy, even if it is a purchase for child's money?

I cannot answer. I cannot imagine an example. As a rule, the child chooses wisely.

13. Do you always know how much money your children have? What they spend it on? Would you like to know it further?

Oh, yes, I know. Not always sure about the amount. Yes, I would rather like to know.

14. Look at the pictures. Do you like something? How do you feel about the things you liked? (Image 6)

Neutral.

15. How would your child treat these products?

Children choose according to their preferences. The child will rather pay attention to the category depending on his / her age.

16. Is there a relationship between the brands that you like and the attitude of the child to these brands?

Rather, yes, if I like something, the child will rather like it, too. This will be because of joint participation in purchase decision making. It also determines the explanation of why from the range of goods of the same brand we choose products of this particular brand, and not another.

17. If you do not like a thing or a brand, will the child rather treat the same way as you?

Yes, if it is justified. Those are my wishes and my children may coincide with opinion. Of course, situations happen when it doesn't do. It all depends on the ratio “price - quality”. If I see that this is a poor-quality thing but not very expensive and I know that it will quickly become unusable, but the child really wants it, I will give him / her the opportunity to experience it, to understand why I would not choose it.

18. Try to imagine that the child told you about the thing or brand that he / she likes. Does this mean that you will like the thing or the brand too?

I will try to learn it. My preference will be based on the independent information or evaluation. My interest will be justified, including the interest of the child.

1. Imagine the two situations. First: your child heard about a product or a brand from friends and desired them. He / she comes to you asking for a purchase. Second: your child heard about a product or brand in an advertisement. He / she comes to you asking for a purchase. Will your reaction be different for each of the cases?

I will rather have a greater preference if this is a recommendation of friends. Of course, it will depend on what kind of friends they are. If this is a family that I know, and I know that before the purchase, it is more likely that the parents have already analyzed the product, not just thoughtlessly bought the first thing the child liked. Then if the analysis has already been objectively carried out, I will have more confidence in this brand than in a paid advertising.

19. Do you think that advertising affects a person?

Of course, it does.

20. Do you think that relationships within a family can deteriorate because advertising affects your child?

It can deteriorate, but the problem is not due to advertising, it is due to the relationship.

21. Do your children want to buy things suddenly?

It happens, for example, if they want to drink. It is connected rather with food products.

22. Can you say that the child wants to buy a product or brand instantly, because you treat the brand positively?

I do not think so.

23. Do you think you are loyal to any brands?

Yes.

24. Are your children loyal to any brands?

Yes.

25. Do you think these are the interrelated concepts: your loyalty and your child's one?

Yes. If my child wants something of the same category, I explain to him / her, what characteristics this brand has among the line of products. Then by doing this regularly, the child gets used to what is acceptable by me and what is not acceptable. Hope, he / she really understands why.

Participant 4. Konstantin, 48 years old

1. Describe the economic status of your family.

Positive, positive! We have enough money, just like most people do, for food, clothes. But I think that only a few people can afford to suddenly buy a car, one hundredth of the population, but not more.

2. How do you make family purchases?

We can buy things whenever we want, even if they are not old or spoiled. In the process of family shopping all the members take part.

3. Education?

Higher.

4. Does work bring you pleasure?

From time to time, mostly, yes.

5. Is your income enjoyable?

Brings great pleasure.

6. Do you spend enough time with children?

Very much! I do!

7. Do you discuss solutions within the family with the children?

Required. Children certainly take an active part. If we want to buy an apartment or a car, we will not do it without our children's opinion.

8. Do you give pocket money to children? Do you always know what they need it for?

Always give them money, whenever they ask. As a rule, it is enough for almost nothing. For a snack and water. Such amounts can be given at any time.

9. Imagine that your child needs a new thing. Describe the process of choosing a new thing for the child?

Parents are more involved into the selection than children.

10. If you don't like what your child bought with his /her pocket money, what will be your reaction?

I can express my opinion. But if it is his / her money, personal decision, he / she accepts it without me.

11. Do you allow your children buy anything?

I restrict the amount of money given to the child, therefore he / she cannot buy anything.

12. Do you always know how much pocket money children have, what do they spend it on?

Oh, Yes.

13. Look at the pictures. Did you like anything? How do you feel about these things?

Yes, I liked some of them. Rather, positive.

14. Would your child like a product you liked? Is his attitude related to yours?

Yes. It is not only my attitude, when I look at these pictures. The opinion of my child is very important. Usually, the opinion of the child should coincide with mine. Things must please both of us. Because I bring my children up in this way.

15. Are there things or brands that you don't like?

No, nothing categorical.

16. Imagine, you saw a thing / brand in a store and did not like it. Will your child, in this case, like the product? Will it be related to your dislike?

It will depend on the cost. If this is an inexpensive thing, I can close my eyes to this and let him beg it. If this is an expensive subject, my opinion will be decisive.

17. Imagine, your child talked about a product / brand that was new to him / her and liked it. Does this mean that you will like it too?

Probably yes. I bring up the child as I feel it correct. Most likely, his / her taste will coincide with mine.

18. Imagine the two situations. First: your child heard about a product or a brand from friends and desired them. He / she comes to you asking for a purchase. Second: your child heard about a product or brand in an advertisement. He / she comes to you asking for a purchase. Will your reaction be different for each of the cases?

If the child heard it from friends, I will consider his request as a proposal, then we will talk about it if this is a high-quality thing. If the child heard it from advertising, my attitude will be less positive. Still, the opinion of people is the main thing. What we are shown in advertising, is another thing. This is an imposed thing.

19. Do you think that family relationships can deteriorate due to the impact of advertising?

No.

20. Do you think that your children often have a desire to buy something right now?

It happens. It depends on age. The younger the child is, the more often arises this sudden desire.

21. Do you think your child has a desire to buy something right now, because you treat the brand positively?

This means that I can persuade him to buy this thing. It happens.

22. Are you loyal to any brands?

Yes, definitely.

23. Do you think your children are loyal to any brands?

Yes of course.

24. Can you say that if you are loyal to the brand, then your child will also be loyal to it? Are these concepts interrelated?

Maybe so. Yes, I'd rather think this correlation true. Loyalty will be on both sides. These are rather interrelated concepts.



Application E

Children interview model

The questions were asked by children of 8-12 years.

Part 1. The correlation between socio-economic status and materialism

1. Do parents give you pocket money?

2. Do you buy anything by yourself?

3. (If yes) How do you make purchases? What is the process like?

4. Characterize the economic level of your family.

5. You have two parents, right?

6. Do you parents spend enough time with you?

7. Do you think it is important to possess expensive things? Why?

8. What does wealth and fortune mean to you? Why?

9. Does a purchase make you happy? Why?

10. Does an expensive purchase make you happy? Why?

11. Do you think that rich people are happier than the others? Why?

12. Have rich people achieved everything that is needed in life?

Part 2. Family communication modus

13. Are you involved into the family purchasing process?

14. When your family makes a purchase, do you take part in this process?

15. Do your parents ask you for an advice about purchase?

16. Do your parents discuss where to buy a product?

17. When you need new things, do your parents allow to choose them by yourself?

18. Do your parents ask your opinion when they want to give you a present?

19. Do your parents want to know what you spend your pocket money for? Do they really know?

Part 3. Parental attitude towards purchasing, brands

20. When you ask your parents to buy you something new, what is their usual reaction?

21. Are your parents angry when you bought something they do not like even if this purchase is made within your pocket money? What is their reaction?

22. Do your parents restrict you in your consumer behavior?

23. What is the reaction of your parents when you saw a product by your friend, desired it and told the parents?

24. What is the reaction of your parents when you saw a product in an advertising, desired it and told the parents?

25. Are there situations when parents make presents you do not like? What is your reaction?

26. Look at the images and tell if you liked any products (Image 2, 3, 4, 5).

Part 4. Instant desire to purchase

27. Imagine that you watched them on TV or somewhere else, as a commercial advertising. Would you like to purchase the products you like (having any money) right now? Would you like to get them for free right now? What do you feel?

28. Would you tell about the best advertising to your parents or friends?

29. Do you know what a brand is?

Part 5. Loyalty

30. Do you have any favorite products or brands? Imagine that it suddenly breaks. Would you like to purchase / get for free the product of your favorite brand in future? Would you purchase it for your children? Would you purchase it even if your parents do not like the product / brand?

31. Do you often feel that you need to buy something in this very moment?

32. Do you think that advertising has an impact? What and how?

33. Do you think that relations within the family can worsen due to the advertising impact?



Application F

Parent interview model

The questions that were asked by parents of the interviewed children

Part 1. The correlation between socio-economic status and family communication modus

1. Characterize the economic level of your family.

2. Describe the process of purchasing in your family. Do you do it often? Who takes part?

3. Your education?

4. Does your job bring pleasure and enough money?

5. Do you spend enough time with children?

6. Do you discuss purchase decisions inside the family? What purchases are these?

7. Do you get pocket money to your children? Is it enough?

8. Does your child personally make consumer choices? Do you always help your child with money?

9. If you (parents) do not like the purchase your child made, even using pocket money, what is your reaction?

10. Do you anyhow restrict your child's consumer behavior?

11. Do you always know how much money your child possesses? It it important to know?

Part 2. The correlation between parental attitude towards brand or loyalty and child's ones

12. Look at the images. Are there any products / brands / categories you liked? (Image 6)

13. What is your attitude towards the things you liked in the pictures?

14. What would your child's attitude be towards the images you liked?

15. Is your preference related to your child's preference? How?

16. Is your child's preference related to your preference? How?

17. Imagine a product / brand / category you do not like or even disgust. What would your child's attitude towards this product be? Is this relation really connected? Do you influence your child negative feelings?

18. Imagine that your child told you about a product. Does it mean that you would like it? Do the preferences of your child influence you? What do you feel in such situations?

19. What will your reaction be if your child saw a product by his / her friend, desired it and told you about the new wish? What would you feel?

20. What will your reaction be if your child saw a product in an advertising, desired it and told you about the new wish? What would you feel?

21. Do you think that relations within the family can worsen due to the advertising impact?

22. Do you think your child often has a desire to make an instant purchase? Do you think that this desire is related to your positive attitude towards the brand?

23. Do you believe you are loyal to any of the brands?

24. Do you believe your child is loyal to any of the brands?

25. Do you think that your child is loyal to a brand due to your loyalty and vice versa? Do you think that there is such an influence between you and your child?

26. 

Application G

Sociological survey model

Survey: child marketing

Hello! I am writing a diploma and doing research on the effects of advertising on children. Please, complete the 10-minute survey. Your answers will be anonymous. If you have any questions or comments, please send them to: dariagranina@gmail.com. Only answers of parents are important. If you do not have children, please send a survey to those who have children!

Part 1. Demographics

1. Have you got children?

— Yes, one child

— Yes, several children

— No

2. The age of your children:

— Baby (0-2 years old)

— Preschooler (2-5 years old)

— Child (6-12 years old)

— Pupil (13-18 years old)

— Student (18-24 years old)

— Adult (25+ years old)

3. Your gender

— Female

— Male

4. Your age

— Less than 18

— 18-25

— 26-30

— 31-40

— 41-55

— More than 55

5. Your education level:

— School

— Secondary vocational

— Bachelor

— Masters

6. Several high educational levels

Part 2. The correlation between socio-economic status and family communication modus

7. Tick what is correct for your family. We have enough money / not enough money:

— For food

— For clothes

— For devices

— For kitchen technologies (new fridge)

— For family vacation

— For a new car

— For a new flat

8. Your work:

— Gives enough money and pleasure

— Does not give enough money or pleasure

— Gives enough money but no pleasure

— Gives enough pleasure but not enough money

9. How do you make family purchases?

— Buy only when things become old

— Buy almost anything but restrict ourselves

— Buy anything we wish

10. Do you spend enough time with children?

— Yes

— No

11. Do you discuss purchase decisions within the family including children?

— Yes

— No

— No, children are too small

12. Do you give pocket money to your children?

— Yes, it is enough for canteen food

— Yes, it is enough for cafes and restaurants

— Yes, it is enough for new clothes

— Yes, it is enough for anything

Part 3. The correlation between child materialism, parental and child's consumer behavior

Read the definition of the word “Materialism”. Materialism is the complex of all materialistic values of a person. Almost all children at the age of 8-15 years feel that this feature is especially pronounced. Studies show that child level of materialism gets activated at this age in order to increase the quality of their own brand, increase their social status and, as a result, acquire satisfaction and even happiness.

13. Do you think your child is materialistic to some extent?

— Yes

— Yes, all the children are materialistic to some extent

— Rather, no

— No

14. Is that true for your family that the child personally purchases the desired things / clothes, and you (parents) just pay?

— Yes

— No

— No, children are too small

15. If you (parents) do not like the purchase your child made, even using pocket money, will you discuss it?

— Yes

— No

— No, children are too small

16. We restrict child's consumer behavior even with his / her own money

— Yes

— No

— No, children are too small

17. We always know how much money a child has and what he / she spends it on

— Yes

— No

— No, children are too small

18. Look at the images. Is there any image you liked? (Image 6).

— Yes

— Rather, yes

— Rather, no

— No

19. I refer to the things I liked in the images

— Very positive

— Rather positive

— Neutral

— Rather negative

20. My child would

— Definitely like the pictures I liked

— Probably like the pictures I liked

— Hard to answer

— Probably not like the pictures I liked

— Definitely not like the pictures I liked

Part 4 Correlations and influences between parental preference, desire, loyalty and child's ones and vice versa

21. Imagine that your child told you about the product / brand he or she really liked

— This means that I would also like it

— This doesn't mean that I would also like it

22. If my child wants a definite thing / brand

— I will definitely buy it

— I will think about purchasing it

— I will probably not buy it

— I will definitely not buy it

23. Imagine your child saw a product in an advertising, desired it and told you about the new wish. Your reaction:

— I will definitely buy it

— I will think about purchasing it

— I will probably not buy it

— I will definitely not buy it

24. Imagine your child heard about a product from a friend, desired it and told you about the new wish. Your reaction:

— I will definitely buy it

— I will think about purchasing it

— I will probably not buy it

— I will definitely not buy it

25. Do you think that family relations can worsen due to the advertising impact on your children?

— Yes

— No

26. Do you think that your child often feels an instant wish to buy something?

— Yes

— No

27. Do you think that your child often feels an instant wish to buy something because he / she knows that you like the brand?

— Yes

— No

28. Do you think you are loyal to any of the brands?

— Yes

— No

29. Do you think your child is loyal to any of the brands?

— Yes

— No

30. Do you think your child is loyal to any of the brands because of your loyalty?

— Yes

— No

31. Do you think that your attitude towards a brand influences your child's attitude towards this brand?

— Yes

— Rather yes

— Rather no

— No

32. Do you think that your child's attitude towards a brand influences your attitude towards this brand?

— Yes

— Rather yes

— Rather no

— No

Thank you for completing the survey! If you have any questions or comments, please send them to: dariagranina@gmail.com.

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