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.
Introduction - David MarshallPART ONE: CHILDREN AS CONSUMERSDeveloping as Consumers - Valerie-Inees de la Ville and Valerie TartasConsumer Socialization in Families - Karin M Ekstroem Methodological and Design Issues in Research with Children - Teresa DavisPART TWO: ENCOUNTERING MARKETINGChildren and the Market - Gary Cross An American Historical PerspectiveChildren and Brands - Agnes NairnChildren and Advertising - Brian YoungChildren and Shopping - Julie Tinson and Clive Nancarrow Children and Money - Christine Roland-Levy PART THREE: KIDS' STUFFChildren and Food - David Marshall and Stephanie O'DonohoeChildren and the Internet - Birgitte Tufte and Jeanette RasmussenChildren and Fashion - Maria PiacentiniPART FOUR: LOOKING FORWARDThe Ethics of Marketing to Children - Sarah ToddChildren as 'Competent' Consumers - Stephen Kline