TY - JOUR
T1 - Understanding children as consumers
AU - Hamilton, K.
N1 - The definitive version of this paper is available at DOI: 10.2501/IJMR-54-1-149-150
PY - 2012
Y1 - 2012
N2 - Kathy Hamilton reviews "Understanding children as consumers" which takes as its starting point the active role that children play within consumer culture, focusing primarily on children between 8 and 12 years old. David Marshall has edited a collection derived from a mixed set of disciplines including marketing, consumer research, developmental, applied and social psychology, modern history and organisation studies. It is split into four sections covering children as consumers, encountering marketing, kids' stuff and looking forward. Hamilton concludes that there is a range of interesting and relevant material presented. However, given the overall aim of the book, there would have been potential for more of the chapters to emphasise children's experiences in the marketplace from their perspective, to gain a greater understanding of children's agency within the consumption arena.
AB - Kathy Hamilton reviews "Understanding children as consumers" which takes as its starting point the active role that children play within consumer culture, focusing primarily on children between 8 and 12 years old. David Marshall has edited a collection derived from a mixed set of disciplines including marketing, consumer research, developmental, applied and social psychology, modern history and organisation studies. It is split into four sections covering children as consumers, encountering marketing, kids' stuff and looking forward. Hamilton concludes that there is a range of interesting and relevant material presented. However, given the overall aim of the book, there would have been potential for more of the chapters to emphasise children's experiences in the marketplace from their perspective, to gain a greater understanding of children's agency within the consumption arena.
KW - consumers
KW - children
KW - marketing
UR - http://www.ijmr.com/Contents/RecentIssues.asp?Issue=Vol.%2054%2C%20No.%201%2C%202012#Articles
U2 - 10.2501/IJMR-54-1-149-150
DO - 10.2501/IJMR-54-1-149-150
M3 - Book/Film/Article review
VL - 54
SP - 149
EP - 150
JO - International Journal of Market Research
JF - International Journal of Market Research
SN - 0025-3618
IS - 1
ER -