You are here

Resources to help you transition to teaching online

Instructors: To support your transition to online learning, please see our resources and tools page whether you are teaching in the UK, or teaching outside of the UK.

Inspection copy update April 2020: Due to the current restrictions in place in response to COVID-19, our inspection copy policy has changed. Please refer to our updated inspection copy policy for full details. If you have recently placed an inspection copy order with us, we will be in touch to advise of any changes.

Understanding Children as Consumers

Understanding Children as Consumers

Edited by:

April 2010 | 280 pages | SAGE Publications Ltd
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.


• 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.

David Marshall
Valérie-Inées de la Ville and Valérie Tartas
Developing as Consumers
Karin M Ekström
Consumer Socialization in Families
Teresa Davis
Methodological and Design Issues in Research with Children
Gary Cross
Children and the Market
An American Historical Perspective

Agnes Nairn
Children and Brands
Brian Young
Children and Advertising
Julie Tinson and Clive Nancarrow
Children and Shopping
Christine Roland-Lévy
Children and Money
David Marshall and Stephanie O'Donohoe
Children and Food
Birgitte Tufte and Jeanette Rasmussen
Children and the Internet
Maria Piacentini
Children and Fashion
Sarah Todd
The Ethics of Marketing to Children
Stephen Kline
Children as 'Competent' Consumers

Preview this book

Sample Materials & Chapters


Chapter One

For instructors

Select a Purchasing Option

ISBN: 9781847879271
ISBN: 9781847879264

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

SAGE Knowledge brings together high-quality content from across our imprints, including CQ Press and Corwin titles.