Children, media and consumption

Children, media and consumption Reports a five‐year Danish study into levels of consumer socialisation among children, showing how they have been affected by new and proliferating communications media; issues include their spending and saving abilities, brand awareness, media use, interests and activities, while advertising was examined in relation to consumer socialisation. Outlines the methods of this research, which consists of qualitative and quantitative data obtained from a questionnaire survey, observations, interviews with 120 children and their teachers, etc. Finds that: media and communications equipment is central to the families’ everyday lives, with television the most important medium; brand awareness exists at an early age; gender differences are significant in the type of product purchased; new digital media are breaking down the barriers between content and advertising; and children are about 12 years old before they understand the purpose of advertising, although they realise the difference between programmes and advertising by age seven. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610410814085
Publisher site
See Article on Publisher Site

Abstract

Reports a five‐year Danish study into levels of consumer socialisation among children, showing how they have been affected by new and proliferating communications media; issues include their spending and saving abilities, brand awareness, media use, interests and activities, while advertising was examined in relation to consumer socialisation. Outlines the methods of this research, which consists of qualitative and quantitative data obtained from a questionnaire survey, observations, interviews with 120 children and their teachers, etc. Finds that: media and communications equipment is central to the families’ everyday lives, with television the most important medium; brand awareness exists at an early age; gender differences are significant in the type of product purchased; new digital media are breaking down the barriers between content and advertising; and children are about 12 years old before they understand the purpose of advertising, although they realise the difference between programmes and advertising by age seven.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jan 1, 2004

Keywords: Advertising; Children (age groups); Electronic media; Socialization

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