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Children as Consumers: A Psychological Analysis of the Young by Adrian Furnham, Barrie Gunter

By Adrian Furnham, Barrie Gunter

The kid's and youths' marketplace has develop into more and more major as teens became extra prosperous and feature an ever becoming disposable source of revenue. Children as Consumers lines the levels of client improvement during which young ones move and examines the major assets of effect upon younger people's buyer socialisation. It examines: * the categories of items teens devour * how they use their cash * how they reply to sorts of advertisements * whether or not they must be secure via unique laws and rules * marketplace learn ideas that paintings good with kids. Children as Consumers should be priceless to scholars of psychology, sociology, company and media reviews, in addition to pros in advertising.

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

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Many studies suggest that it is the parentâ s moral judgement, their explanations about and their comments on the issues presented in television advertisements which play a mediating role in the effects of advertisements on childrenâ s long term values (Robertson, 1979). These parental comments can either be < previous page page_145 next page > < previous page page_146 next page > Page 146 direct or indirect (Messaris and Sarett, 1982). Research also suggests that these parental comments are positively related to the parentsâ educational backgrounds: the higher their education, the more often parents will be found to mediate the effects of televised advertisements by commenting on it.

The difference with this study was that children viewed and chose each day for four weeks. In addition, one condition was the presence or absence of comments from an adult after the advertisement, these comments being designed to promote a pro-nutritional message. Although there was a tendency for children to select sugared snacks in any case, Galst found that the most effective combination for reducing the childrenâ s selection of snacks with added sugar was the presentation of commercials for food products without added sugar together with pro-nutritional PSAs with accompanying evaluative comments by an adult co-viewer.

Most researchers, however, do find a positive relationship between the amount of exposure to advertisements and the degree of effect exercised by them (Joossens, 1984; Kinsey, 1987). One of the reasons for this is that high levels of exposure and repetition lead to an increase in the childâ s memory for advertisements, which can be important when assessing long-term effects. It should be said, however, that a high level of memory by no means automatically implies a high effect: it has been reported that children can literally repeat a certain advertisement by heart without their knowledge, values or attitudes being affected by it.

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