Summary
Contents
Subject index
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.
Children and Money
Children and Money
Chapter Aims
- To compare the way in which children from different origins acquire their financial understanding.
- To trace the emergence of children as consumers and actors in the economic world.
- To identify both their impact on consumption and their role as independent consumers with a financial resource (pocket money).
- To identify how children learn about abstract economic concepts such as taxes, savings or credit.
Vignette 1: Pocket Money Given to Children and Teenagers in France
In France, 63 per cent of 11 year olds regularly receive pocket money. Up until this age money is normally provided on a weekly basis; after age 11 it is generally given monthly, which allows the child to learn how to budget the allowance. Parents who tend not to give pocket ...
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