The analysis of the interactive relationship of parent - child, in shaping attitudes toward TV advertising (Case Study: Food Industry)

This study focuses on the effects of family communication patterns (FCP) on the child consumer's decision-making styles and influence on family purchase decisions, on the relationship between the emotional content of messages, and purchase behavioral intention of under studied children. The study is applied in terms of objective and is descriptive - survey, in terms of methodology.Data analysis in this research is done by SPSS21, and hierarchical multiple regression was used in this study. The findings suggest that the emotional content of messages has significant and positive effect on the intention of buying behavior, as well as family communication style has significant and positive effect on the relationship between the emotional content of the message and the intention of behavior; but the family communication style does not modify the existing relationship. On the other hand, massage pleasure and arousal feeling, either as the emotional content of the message, has a positive effect on loyalty to purchase, which is the only dimension of behavioral intention. The results show that, concept- Orientation/socio-Orientation communication style, just adjusts the relationship between pleasure of the message and loyalty to purchase and increase the strength of this relationship.