Small but Perfectly Formed — The Parent Child Dilemma

Abstract

The objectives of this paper are to provide marketers with a wider perspective on how children and parents judge and evaluate purchasing decisions of consumer goods. It is often the case that when marketing a product in a specific sector you become so blinkered on that sector that you omit to take a 360°perspective. This paper's aim is to challenge and provide a wider view looking at purchasing decisions through the purchasers eyes rather than the marketers.

Citation

Handel, K. (1999), "Small but Perfectly Formed — The Parent Child Dilemma", International Journal of Advertising and Marketing to Children, Vol. 1 No. 1, pp. 15-20. https://doi.org/10.1108/eb027590