Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations

Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations

Jony Haryanto (President University, Indonesia) and Luiz Moutinho (Dublin City University, Ireland)
Indexed In: SCOPUS
Release Date: August, 2016|Copyright: © 2017 |Pages: 278
ISBN13: 9781522509936|ISBN10: 1522509933|EISBN13: 9781522509943|DOI: 10.4018/978-1-5225-0993-6


To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well.

Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children’s consumption behavior.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Autobiographical Memory
  • Brand Loyalty
  • Brand Personality
  • Brand Relationship
  • Market Performance
  • Neural Network Approaches
  • Product Longevity

Reviews and Testimonials

This volume draws on data from Indonesia, Portugal, Brazil, and China to discuss the ethics and methods for marketing products to children. It addresses consumer perception about future anticipation, the role of autobiographical memory, brand loyalty, the concept of a living brand, the use of a neural network topology to understand consumer behavior, brand relationship, the characteristics of children's products, strategies for conveying marketing information, and case studies of smoking, healthy eating, food marketing, and other topics.

– Protoview Reviews

This volume in the Advances in Marketing, Customer Relationship Management and E-Services (AMCRMES) series gathers a variety of studies aimed at understanding the child as consumer. Positing that the children’s market is only just beginning to be understood, the book presents detailed analysis backed up by rigorous research which lends weight to the tremendous influence of the child on consumer decision-making.
The book follows a unique but logical structure whereby each chapter—10 in all—builds on the work of the previous one. While the structure is easy to follow, there is, at times, a redundancy of concepts. Some of the topics explored throughout the chapters include the ethics of marketing to children, the ability of children to be brand loyal, the development of autobiographical memory (i.e., a personal memory of a previous experience), and characterizing products for children. A closing chapter presents six case studies linking back to previously discussed concepts. Case study three, Why Our Kids are Sending the Future of Tobacco Brands Up in Smoke, is particularly relevant today as it considers the mandate to remove logos and point-of-sale placement against the rise of e-cigarettes, etc.
Like other titles in the series, chapters begin with an abstract that summarizes the impetus for the research to follow. Chapters may also include conceptual background, methodology, results and discussion, managerial implications, and more. Information is generally presented in concise paragraphs aided by the use of Orienting Questions, bullet points, tables, and headings and subheadings. End pages compile each chapter’s references and include an index.
With its highly specialized language and concepts, this book to those working within, studying, or teaching marketing or its related professional endeavors. Recommended for academic libraries.

– ARBA Staff Reviewer

Table of Contents and List of Contributors

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