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Understanding Children as Consumers
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Understanding Children as Consumers

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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.

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.

David Marshall
Introduction
 
PART ONE: CHILDREN AS CONSUMERS
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
 
PART TWO: ENCOUNTERING MARKETING
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
 
PART THREE: KIDS' STUFF
David Marshall and Stephanie O'Donohoe
Children and Food
Birgitte Tufte and Jeanette Rasmussen
Children and the Internet
Maria Piacentini
Children and Fashion
 
PART FOUR: LOOKING FORWARD
Sarah Todd
The Ethics of Marketing to Children
Stephen Kline
Children as 'Competent' Consumers

Sample Materials & Chapters

Introduction

Chapter One


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