Children as Consumers: A Psychological Analysis of the Young People's Market

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Routledge, 1998 - Business & Economics - 216 pages
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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 young people.
Children as Consumers will be useful to students of psychology, sociology, business and media studies, as well as professionals in advertising and marketing.

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About the author (1998)

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues.My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people s drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.

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