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Müller, Philipp; Schmitt, Josephine B.; Krämer, Benjamin (2018): Of Rules and Role Models: How Perceptions of Parents' Mediation and Modelling Contribute to Individuals' Media Innovativeness. In: Journal of Broadcasting & Electronic Media, Vol. 62, No. 4: pp. 692-710
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Parental mediation and modelling are important factors in the development of media-related behaviors. This study explores their role for media innovation adoption. Results of a representative CATI survey (n=434) show that perceived parental media innovativeness and mediation are related to media innovativeness at later life stages. The amount of time spent on media innovations follows the parental role-modelbut only if parents also engaged in active mediation. Restrictive mediation contributes to a greater investment of money in media innovations. Individuals spend particularly little money on new media if parents were conservative media users and did not make restrictions.