Children as Consumers

<p>The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. <em>Children as Consumers</em> 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:<br> * the kinds of things young people consume<br> * how they use their money<br> * how they respond to different types of advertising<br> * whether they need to be protected through special legislation and regulation<br> * market research techniques that work well with young people.<br><em>Children as Consumers</em> will be useful to students of psychology, sociology, business and media studies, as well as professionals in advertising and marketing.</p> Preface 1. The Importance of the Children's Market 2. Socialization of Child Consumers 3. What Do Children Consume? 4. Children's Use and Understanding of Money 5. Advertising and Children: Attention, Awareness and Understanding 6. Advertising and Children: Influences and Effects 7. Reaching Child Consumers 8. Protecting Child Consumers [References / Author Index / Subject Index]