Children and Consumer Culture

Authored by: Kara Chan

The Routledge International Handbook of Children, Adolescents and Media

Print publication date:  May  2013
Online publication date:  July  2013

Print ISBN: 9780415783682
eBook ISBN: 9780203366981
Adobe ISBN: 9781134060559

10.4324/9780203366981.ch17

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Abstract

Children represent three markets: a primary market with their own income to spend, an influencer market that gives direction to parental purchases, and a future market for all goods and services (McNeal, 1992). The parent–child relationship in Western societies changes from authoritative to mutual understanding. Children’s voices are taken seriously in family purchases (Valkenburg and Cantor, 2001).

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