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."
General
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