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? 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 considerationof 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. INDICE: David Marshall (Re)Thinking children as Consumers: Introduction / PART ONE: CHILDREN AS CONSUMERS / Val[ac]erie-In[ac]es de La Ville and Val[ac]erie Tartas Developing as Consumers / Karin M. Ekstr[um]om 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-L[ac]evy Children and Money / PART THREE: KID'S 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 / The Ethics of Marketing to Children / Children as 'Competent' Consumers
- ISBN: 978-1-84787-927-1
- Editorial: Sage Publications
- Encuadernacion: Rústica
- Páginas: 280
- Fecha Publicación: 30/04/2010
- Nº Volúmenes: 1
- Idioma: Inglés