Predictors of baby video/dvd ownership: Findings from a national sample of american parents with young children

This study examines demographic and attitudinal predictors of parents reported ownership of baby DVDs among a national sample of US parents with children under age three. Results indicate few associations with demographic variables. Fathers report greater ownership of baby videos/DVDs, and parents with more videos/DVDs report more satisfaction with these products. Parent attitudes toward early childhood education are related to owning more videos/DVDS, while promotionfocused orientation (i.e., propensity to pursue possible rewards when outcomes are uncertain) predicts satisfaction with baby videos/DVDs. Furthermore, results indicate that parents’ belief in the educational value of media for young children is a strong predictor of both ownership and satisfaction with these products. In light of the controversy surrounding baby videos/DVDs and growing number and variety of screen media for infants and toddlers, implications of these findings for policy and further research are discussed.