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Authoritative Parenting and Drug-Prevention Practices: Implications for Anti-Drug Ads for Parents
Unformatted Document Text:  Drug Prevention Practices 22 uncover why the attitude-behavioral intention relationship is weaker for low authoritative than high authoritative parents with regard to parental monitoring and awareness of the child’s environment. The resulting product would be a well-formulated media campaign targeting low authoritative parents. The ideal outcome would be an increase in the frequency of drug- prevention behaviors such as parental monitoring, which among others, are proven to increase adolescent development and adolescent resistance to initiating drug use (Conger et al., 1993). Limitations and Future Research While parent style appears appropriate for segmenting the audience for media campaigns, there are conceptual limitations inherent with its use. First, we surveyed only one parent from each household and most of those were mothers. Hence, an argument could be made that, in two-parent households, the parenting style may differ between mother and father. However, Baumrind (1991) reported that mothers and fathers are not strikingly different in their styles of parenting and that there is “considerable convergence between mothers’ and father’s ratings” of parenting style (Steinberg et al., 1992, p. 1271). Nevertheless, the most accurate assessment would include surveying both parents and ideally the child. Second, the data do little to examine the communication patterns among high and low authoritative parents. A more general observation was made by Miller et al. (2000) regarding communication within families, in that research has “been less successful in identifying the more complex family processes that would make youth more vulnerable to drug use” (p. 121). Such research would considerably advance what we know about authoritative parenting and provide useful information for subsequent health communication campaigns. Finally, the ideal test of the TRA involves longitudinal data, which would allow

Authors: Stephenson, Michael., Atkinson, Joshua., Tschida, David. and Quick, Brian.
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Drug Prevention Practices 22

uncover why the attitude-behavioral intention relationship is weaker for low authoritative than
high authoritative parents with regard to parental monitoring and awareness of the child’s
environment. The resulting product would be a well-formulated media campaign targeting low
authoritative parents. The ideal outcome would be an increase in the frequency of drug-
prevention behaviors such as parental monitoring, which among others, are proven to increase
adolescent development and adolescent resistance to initiating drug use (Conger et al., 1993).
Limitations and Future Research
While parent style appears appropriate for segmenting the audience for media campaigns,
there are conceptual limitations inherent with its use. First, we surveyed only one parent from
each household and most of those were mothers. Hence, an argument could be made that, in
two-parent households, the parenting style may differ between mother and father. However,
Baumrind (1991) reported that mothers and fathers are not strikingly different in their styles of
parenting and that there is “considerable convergence between mothers’ and father’s ratings” of
parenting style (Steinberg et al., 1992, p. 1271). Nevertheless, the most accurate assessment
would include surveying both parents and ideally the child.
Second, the data do little to examine the communication patterns among high and low
authoritative parents. A more general observation was made by Miller et al. (2000) regarding
communication within families, in that research has “been less successful in identifying the more
complex family processes that would make youth more vulnerable to drug use” (p. 121). Such
research would considerably advance what we know about authoritative parenting and provide
useful information for subsequent health communication campaigns.
Finally, the ideal test of the TRA involves longitudinal data, which would allow


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