Understanding Children as Consumers
Understanding Children as Consumers by David Marshall, published by SAGE Publications on April 30, 2010, is a comprehensive examination of the factors that influence children as consumers. This first edition spans 262 pages and is presented in English. The book addresses the dynamics of advertising, branding, and marketing strategies aimed at children and young people, exploring how these forces shape their understanding and evaluation of consumer culture.
Readers will find critical insights from various contributors who evaluate the child as an active consumer, offering a rethinking of existing discussions and literature on the topic. The book includes 14 original chapters featuring vignettes and case examples to enhance learning, as well as considerations for future research directions in consumer behavior and marketing. This work is particularly relevant for postgraduates and advanced undergraduates interested in the intersection of children and consumerism, as well as researchers in the fields of business and economics.
Official synopsis Publisher
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.
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