Understanding Children as Consumers (SAGE Advanced Marketing Series) - Hardcover

Dave Marshall

Hardcover

ISBN 10: 1847879268 ISBN 13: 9781847879264

Publisher: SAGE Publications Ltd, 2010

Synopsis

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.

About this title

From the Back Cover

Looking at consumption from the child's perspective this book differs from the competition by uncovering what being a consumer means to the children themselves - from their perspective - giving them a voice in the debate

Edition details

• Publisher: SAGE Publications Ltd
• Publication date: 2010
• Language: English
• ISBN 10: 1847879268
• ISBN 13: 9781847879264
• Binding: Hardcover
• Edition number: 1
• Number of pages: 280