Children As Consumers

Children and teenagers represent an increasingly important part of the consumer marketplace. Their growing influence stems from their increased personal spending power, particularly when they reach their teens, and from the increasing significance of parental pestering. Also, children can exert an influence on major family spending decisions such as holidays and cars. This book explores how children become socialised into the consumer society, how they respond to advertising and other sales promotions, what they like and disklike, what they believe and disbelieve, and whether they need to be protected through special legislation and regulation. As the first general survey text in an increasingly dynamic field of academic research and public debate, this book will have wide appeal to students of psychology, sociology and media studies. The audience will also include professionals in advertising and marketing, media commentators, business studies students, and a number of concerned parents! A highly topical subject which will attract a very wide readership Ideal text for BSc/MSc course options and dissertations A truly readable book by two distinguished authors/journalists