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

By Adrian Furnham, Barrie Gunter

ISBN-10: 0415185351

ISBN-13: 9780415185356

The kid's and youths' industry has develop into more and more major as kids became extra prosperous and feature an ever transforming into disposable source of revenue. Children as Consumers strains the levels of shopper improvement during which young children go and examines the main resources of impact upon younger people's purchaser socialisation. It examines: * the categories of items adolescents devour * how they use their funds * how they reply to varieties of advertisements * whether or not they must be secure via detailed laws and law * marketplace study suggestions that paintings good with youth. Children as Consumers might be worthy to scholars of psychology, sociology, company and media reviews, in addition to execs in marketing.

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Effects on knowledge, attitudes and values Television advertising can have effects upon children, potentially, at a number of psychological levels. It may influence what children know about products and consumerism, their attitudes towards products and brands, or their consumer values. Advertising may also affect purchase behaviour. Before turning to the evidence concerning the latter subject, how does advertising impact upon childrenâ s consumer knowledge, attitudes and values? Researchers who have studied this topic have produced varying and equivocal answers.

If the child usually chooses products by selecting a certain brand out of a large number of brands present on shelves (as when shopping in a supermarket), the recognition method is reportedly the most valid. If, however, the child has to ask for the brand he or she wants (as in the case of buying sweets from a corner shop, where the child has to make a request to the shopkeeper), the most valid method turned out to be based on recall (Young, 1990). Influencing factors Research on the childâ s memory for advertisements found that child-related and advertising-related factors may influence the degree of recall or recognition of a certain advertisement.

Based on the overall results, covering eight brands across three product categories, the conclusion is that the attitudes children hold toward television commercials for a particular product category are not indicative of how they will evaluate brands within that categoryâ ¦ The children expressed generally negative views of advertisements; they may, however, deem brands advertised in a < previous page page_140 next page > < previous page page_141 next page > Page 141 positive, negative, or uncertain mannerâ ¦ Childrenâ s reactions to specific product advertisements are not shaped by their pre-existing attitudes towards commercials in generalâ ¦ Childrenâ s attitudes toward specific product advertisements do not have any bearing on brand attitudesâ (Riecken and Yavas, p.

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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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