Young Consumers: Volume 10 Issue 3

Marketing to children: a planning framework

Ruppal Walia Sharma, Pinaki Dasgupta

This paper seeks to identify the focus areas for marketing strategies targeting children.

Parental mediation of children's TV viewing in China: an urban‐rural comparison

Tao Sun

This paper aims to examine how parental mediation of children's television viewing varies among urban and rural children in China.

Conspicuous consumption patterns of Turkish youth: case of cellular phones

Sezgin Acikalin, Ekrem Gul, Kazim Develioglu

The main purpose of this paper is to examine the notion that people consume goods and services not only to derive satisfaction from them, but also to publicize their social status…

Young consumers' evaluations of diffusion brands

Ian Phau, Edith Cheong

The purpose of this study is to examine how status‐seeking and fashion‐innovative young consumers evaluate diffusion brands. The influence of brand naming techniques and country…

Spatial visualization and the gender gap in videogame interest among young adults

Dwane H. Dean

Videogame play is more popular among young males compared with young females. The present study aims to investigate spatial visualization ability as an explanation for this gender…

How do children develop their aesthetic sensibility?

Pascale Ezan, Joëlle Lagier

The objective of this research is to understand how children develop their aesthetic sensibility. This question will be examined using modern art pictures and logos.

Understanding what Christmas gifts mean to children

Jenniina Halkoaho, Pirjo Laaksonen

The purpose of this paper is to understand what Christmas gifts mean to children by examining the features and styles of the letters that children write to Santa Claus.

Child’s play? Advertising to children in Canada

Catherine Bate

Editorial

Brian Young

KGOY reconsidered: kids just want to be kids

Paul Kurnit