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

By Adrian Furnham, Barrie Gunter

The kid's and youths' industry has turn into more and more major as children became extra prosperous and feature an ever turning out to be disposable source of revenue. Children as Consumers lines the levels of buyer improvement wherein young ones move and examines the main assets of effect upon younger people's purchaser socialisation. It examines: * the categories of items teens eat * how they use their cash * how they reply to varieties of ads * whether or not they have to be safe via particular laws and law * industry learn thoughts that paintings good with teenagers. Children as Consumers might be beneficial to scholars of psychology, sociology, enterprise and media reviews, in addition to pros in advertising.

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There were significant differences in attitudes towards advertising. Consumers had more negative attitudes regarding advertising directed at children, and towards advertising in general, < previous page page_133 next page > < previous page page_134 next page > Page 134 than did business respondents. The consumer respondents reported significantly greater agreement with statements that advertising to children stifles creativity, promotes materialism, and encourages poor nutritional habits. The respondents from manufacturing firms and from larger firms had a significantly more positive image of advertising to children and of advertising in general.

Some believe that the effects of advertising can be quite strong, whereas others acknowledge only weak effects. Other researchers have recognized that the effects of television advertising can be complex, operating on certain levels, though not on others. It is important to distinguish between different kinds of effects in establishing the power of advertisingâ s influence. Advertising may operate to increase the young consumerâ s product awareness, attitudes towards a product, inclination to purchase, or purchase-request (of parents) behaviour.

Each child selected a drink and a food from a range of snacks after viewing. 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.

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