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Understanding Children as Consumers

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B01=David W. Marshall
Category1=Non-Fiction
Category=KJSM
Category=NL-KJ
children and brands
consumer behaviour
consumer marketing
consumer psychology
consumer socialization
COP=United Kingdom
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Format=BC
HMM=242
IMPN=SAGE Publications Ltd
ISBN13=9781847879271
Language_English
marketing for children
PA=Available
PD=20100419
POP=London
Price=€20 to €50
PS=Active
PUB=SAGE Publications Ltd
Subject=Business & Management
WG=490
WMM=170

Product details

  • ISBN 9781847879271
  • Weight: 490g
  • Dimensions: 170 x 242mm
  • Publication Date: 19 Apr 2010
  • Publisher: SAGE Publications Ltd
  • Publication City/Country: London, GB
  • Product Form: Paperback
  • Language: English
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Description
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences?

Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them?

With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject.

Features:

• 14 original chapters from leading researchers in the field

• Each chapter contains vignettes or case examples to reinforce learning

• Contains consideration of future research directions in each of the topics that the chapters cover.

This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.