Understanding Children as Consumers

by David Marshall

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

281 pages, Kindle Edition

First published January 1, 2010

Reviews

[Selim Talu · Rating 5 out of 5]

This is the most valuable book I had read till now in children marketing and understanding the children.

Every chapter has been written with different people who has a years of academic and scientific background. So this makes this book is special.

You can better understand if you look for the references regarding each section and read them.

This book is my star on compared to the other books in children marketing. Every paragraph is full not like some fashion well sold business books or self development books in recent years.

[Erendira]

VCL acq 1/30/12

Main HF 5415.332.C45.U53 2010

US/Norway paper