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 adolescents became extra prosperous and feature an ever turning out to be disposable source of revenue. Children as Consumers strains the phases of shopper improvement by which youngsters move and examines the main resources of effect upon younger people's client socialisation. It examines: * the types of items teenagers eat * how they use their cash * how they reply to forms of advertisements * whether or not they have to be secure via specific laws and law * industry examine thoughts that paintings good with adolescents. Children as Consumers can be necessary to scholars of psychology, sociology, enterprise and media stories, in addition to execs in advertising.

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E. conforming to peer group norms of purchasing and consumption). Social structural variables are factors, such as socioeconomic status, sex, and birth order, that help locate the learner within his or her social environment, where learning takes place. These demographic variables are powerful partly because they relate so closely to disposable cash available. Age or life cycle position refers to a personâ s lifetime span during which learning occurs; it is used to index a personâ s cognitive development or life cycle stage(s).

Apart from this kind of research, other studies have been conducted by social scientists, communication specialists and child psychologists in order to collect more general data on the childâ s memory for commercial information. Studies that try to examine the childâ s memory for advertisements are usually faced with the problem of whether to use recall or recognition tests (Bryant and Anderson, 1983). The results yielded by studies vary significantly according to the method which was used, with studies based on recognition generally reporting higher levels of memory than studies using recall tests.

After being exposed to these advertisements, children were invited to select a snack or toy out of a < previous page page_147 next page > < previous page page_148 next page > Page 148 range of various presents. On the basis of these choices, research findings were formulated. The most important drawbacks of this kind of research are that: (1) it does not actually examine childrenâ s purchase behaviour, but only deals with the childâ s choice out of a number of prizes which are offered as a free gift; (2) the effects that are measured are short-term effects, since the â choosing phaseâ usually took place immediately after exposure; (3) it does not explore any of the processes that mediate between watching and doing; and (4) it does not simulate the social activities of watching advertisements and consuming.

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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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