By Adrian Furnham, Barrie Gunter

ISBN-10: 0415185351

ISBN-13: 9780415185356

The kid's and youths' marketplace has develop into more and more major as youth became extra prosperous and feature an ever transforming into disposable source of revenue. Children as Consumers lines the levels of purchaser improvement wherein young ones go and examines the main assets of impact upon younger people's shopper socialisation. It examines: * the categories of items youngsters eat * how they use their funds * how they reply to forms of advertisements * whether or not they must be safe via distinctive laws and legislation * industry examine concepts that paintings good with teenagers. Children as Consumers can be worthwhile to scholars of psychology, sociology, enterprise and media stories, in addition to pros in advertising.

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G. about nutritional 40 41 standards) can be largely influenced by the parentâ s verbal comments on these advertisements. Moreover, this parental mediation will also play an important part in the way advertisements influence childrenâ s purchase behaviour or purchase-request behaviour (See chapter 2). Many studies suggest that it is the parentâ s moral judgement, their explanations about and their comments on the issues presented in television advertisements which play a mediating role in the effects of advertisements on childrenâ s long term values (Robertson, 1979).

This game was designed to simulate delay of gratification and the measure would be the length of time the child could wait for the desired reward. It was found that in the presence of a television advertisement the child would wait longer. Children with the food in front of them and no television to distract them waited a relatively shorter time. The researchers concluded that many television advertisements provide distraction and that the child can generate â fun thoughtsâ that help their delaying.

The adolescentâ s frequency of communication with his or her parents about consumption is expected to be related positively to the strength of the individualâ s economic motivations for consumption. Parents can and do play a major role in relation to the childâ s consumer-related attitudes and values. This influence may be felt throughout the childâ s daily living experience. Parents may, for example, play a key role in the formation of the childâ s knowledge about nutritional values by commenting on the nutritional quality of various food products (Schneider, 1987).

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Children as Consumers: A Psychological Analysis of the Young People's Market by Adrian Furnham, Barrie Gunter


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