What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences?

Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them?

With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject.

Features:

. 14 original chapters from leading researchers in the field

. Each chapter contains vignettes or case examples to reinforce learning

. Contains consideration of future research directions in each of the topics that the chapters cover.

This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.

Introduction - David Marshall
PART ONE: CHILDREN AS CONSUMERS
Developing as Consumers - Valérie-Inées de la Ville and Valérie Tartas
Consumer Socialization in Families - Karin M Ekström
Methodological and Design Issues in Research with Children - Teresa Davis
PART TWO: ENCOUNTERING MARKETING
Children and the Market - Gary Cross
An American Historical Perspective
Children and Brands - Agnes Nairn
Children and Advertising - Brian Young
Children and Shopping - Julie Tinson and Clive Nancarrow
Children and Money - Christine Roland-Lévy
PART THREE: KIDS¿ STUFF
Children and Food - David Marshall and Stephanie O¿Donohoe
Children and the Internet - Birgitte Tufte and Jeanette Rasmussen
Children and Fashion - Maria Piacentini
PART FOUR: LOOKING FORWARD
The Ethics of Marketing to Children - Sarah Todd
Children as ¿Competent¿ Consumers - Stephen Kline