Research

Reaching Parents to Prevent Adolescent Risky Behavior: Integrating Threat Portrayal and Parental Style

With more than two million teens affected, adolescents are the most at-risk group for unwanted pregnancies and sexually transmitted diseases. Parents, who teens cite as their most influential resource for making decisions about premarital sex, receive little consideration from federal initiatives. However, promoting more active parenting to parents to reduce risky behavior among teenagers seems to be an appropriate strategy. This study examines parents' reactions to advertisements that promote abstinence education programs. The results indicate that “warm” parents (i.e., those who indicate concern about children's interactions with the marketplace) are more likely to intend to communicate with their children about sex and have a more favorable attitude toward the ad when the advertisement is clear about the consequences of teens engaging in sex. The findings have implications for how public policy officials and agencies can influence parents as key socialization agents in efforts to prevent adolescents from engaging in risky sexual behavior.

Publication Information
Article Title: Reaching Parents to Prevent Adolescent Risky Behavior: Integrating Threat Portrayal and Parental Style
Journal: Journal of Public Policy and Marketing (2008)
Vol. 27 Issue 2, p149-155, ISSN 0743-9156
Author(s): Carlson, Les;  Hopkins, C.;  Raymond, Mary Anne;  Tanner, John F
Researcher Information
    
Carlson, Les
Carlson, Les
Professor and Nathan J. Gold Distinguished Professorship
Expertise:
  • Consumer Behavior
  • Consumer Socialization
  • Marketing Communication
  • Services Marketing
Marketing
CoB 345K
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3156
Fax: (402) 472-9777
lcarlson3@unl.edu