About This Project
Research Question: Why do some parents seek government ban on media content while other parents depend on ratings/reviews?
Personalities of parents are different, so are parents' preference for regulation and media management methods. We want to investigate whether: Parents' Personality --> Preference for Regulation --> Managing Child's Media Use (especially social media).
Why are we doing this? Currently, public policy making considers parents as a homogeneous group instead of catering to their diversity. This project will help public policy makers and marketers better understand parents' heterogeneity thus allowing them to develop plans that meet parental needs and preferences.
Help us be parents' voice!
Ask the Scientists
Join The DiscussionWhat is the context of this research?
Children spend significant amount of time on various media. Of all the media, increasing amount of time is spent consuming social media. There are some recommendations and regulations to help parents manage their child's social media use. However, all parents are provided with the same options to manage media without understanding their preference or personality.
In this study we put forth that parental responses to regulation are not uniform and are likely to be influenced by certain individual difference variables. If the purpose of developing policies is to help parents be more effective in their child's media management, then it is important to develop, segment and target policies based on parental preferences.
What is the significance of this project?
It is beneficial for policy makers and researchers alike to understand the differences in parental preference and cause of the variance for effective policy making. While stressing on the need to segment and target policies, this study also provides policymakers a basis on which they could segment parents.
This research will help marketers to design effective marketing plans based on parental characteristics and needs. It will also help them identify what actions are likely to upset parents.
What are the goals of the project?
The objective of this study is to identify various parental preferences and establish the cause for the variance in preference.
It will be an online survey of parents
Plan: Survey 250+ Parents with 10-16 year old children. Send invitation through emails, social media to participate in a 25-30 minutes survey
Offer 40 drawings of $25 gift card for participants.
Budget
To be parents' voice, we have to talk to them.
We hope to gather opinions from more than 250 parents. Opinions will be gathered through an online survey.
In order to reward parents for their time and effort we will have a lottery where 40 parents will be randomly selected. Each winning parent will get a $25 gift card.
More funding means more parents get rewarded for their time.
Meet the Team
Team Bio
We met four years back when we started our marketing doctoral program at Iowa State. Since then we have worked individually and together on issues concerning consumer well-being. We believe that marketing is here to serve consumers. But many times marketers fail to take notice of things which might be affecting consumers. We hope we can create awareness on some of those issues and provide consumers the support they need.
Akshaya has studied how children respond to violent ads, talked to parents about managing media, heard children talk about their favorite TV shows and watched hundreds of ads (in the name of research!).
Jenny has literally read people's minds using hi-tech EEG and eye-tracking techniques in the neuro lab and has made people smell all kinds of scents under the guise of sensory marketing.
Additionally, during the course of our graduate life we conducted extensive research and developed expertise on 'finding parties to attend for free wine'.
Lab Notes
Nothing posted yet.
Project Backers
- 2Backers
- 6%Funded
- $54Total Donations
- $27.00Average Donation