1. The Importance of the Children's Market -- 2. Socialization of Child Consumers -- 3. What Do Children Consume? -- 4. Children's Use and Understanding of Money -- 5. Advertising and Children: Attention, Awareness and Understanding -- 6. Advertising and Children: Influences and Effects -- 7. Reaching Child Consumers -- 8. Protecting Child Consumers
1. The Importance of the Children's Market -- 2. Socialization of Child Consumers -- 3. What Do Children Consume -- 4. Children's Use and Understanding of Money -- 5. Advertising and Children: Attention, Awareness and Understanding -- 6. Advertising and Children: Influences and Effects -- 7. Reaching Child Consumers -- 8. Protecting Child Consumers
Summary
The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. Children as Consumers traces the stages of consumer development through which children pass and examines the key sources of influence upon young people's consumer socialisation. It examines: * the kinds of things young people consume * how they use their money * how they respond to different types of advertising * whether they need to be protected through special legislation and regulation * market research techniques that work well with
Bibliography
Includes bibliographical references (pages 189-210) and indexes
Notes
Print version record cip data provided by publisher
