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Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations

Book Description

To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. Analyzing Children’s Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children’s consumption behavior.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Preface
  6. Chapter 1: Marketing to Children and Ethical Research
    1. ABSTRACT
    2. INTRODUCTION
    3. ETHICAL DRAWBACKS TO THE USE OF DECEPTION
    4. CONSENT PROCESS
    5. INFORMATION THAT CHILDREN UNDERSTAND
    6. THE ETHICS OF DECEPTION IN RESEARCH
    7. ETHICAL CONSIDERATIONS
    8. ETHICAL DILEMMA
    9. CAUSES OF UNETHICAL BEHAVIOUR
    10. LEGAL BASIS
    11. CHILDREN AND PESTER POWER
    12. THE LURE OF ADVERTISEMENTS
    13. CONCLUSION
    14. REFERENCES
    15. ENDNOTE
  7. Chapter 2: What If the Future Never Comes?
    1. ABSTRACT
    2. INTRODUCTION
    3. CONCEPTUAL BACKGROUND
    4. METHODOLOGY
    5. RESULTS AND DISCUSSION
    6. DISCUSSION
    7. CONCLUSION
    8. MANAGERIAL IMPLICATIONS
    9. LIMITATIONS AND FUTURE RESEARCH
    10. SUMMARY
    11. REFERENCES
  8. Chapter 3: Does the Future Really Matter?
    1. ABSTRACT
    2. INTRODUCTION
    3. CONCEPTUAL BACKGROUND
    4. METHODS
    5. RESULTS
    6. CONCLUSION
    7. MANAGERIAL IMPLICATIONS
    8. SUMMARY
    9. REFERENCES
  9. Chapter 4: Is Brand Loyalty Really Present in the Children's Market?
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. METHODOLOGY
    5. METHODS
    6. RESULTS AND DISCUSSION
    7. VALIDITY MEASUREMENT TEST
    8. CONSTRUCTS USED IN THE STUDY
    9. CONCLUSION
    10. MANAGERIAL IMPLICATIONS
    11. LIMITATIONS AND FUTURE RESEARCH SUGGESTIONS
    12. SUMMARY
    13. REFERENCES
  10. Chapter 5: A Better Understanding of Children's Market
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. METHODOLOGY
    5. NEURAL NETWORK APPROACH
    6. ANALYSIS OF THE FINDINGS
    7. CONCLUSION
    8. MANAGERIAL IMPLICATIONS
    9. SUMMARY
    10. REFERENCES
    11. ENDNOTE
  11. Chapter 6: Identifying the Antecedents of Children's Market Using Neural Network
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. METHODOLOGY
    5. MEASUREMENT
    6. RELIABILITY MEASUREMENT TEST
    7. VALIDITY MEASUREMENT TEST
    8. THE USE OF ANNs IN MARKETING AND CONSUMER BEHAVIOUR
    9. THE NEURAL NETWORK APPROACH
    10. DATA ANALYSIS
    11. GENERAL DISCUSSION
    12. CONCLUSION
    13. MANAGERIAL IMPLICATIONS AND RECOMMENDATIONS
    14. LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
    15. SUMMARY
    16. REFERENCES
    17. ENDNOTE
  12. Chapter 7: Creating Sustainable Product
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. METHODOLOGY
    5. MEASUREMENT
    6. VARIABLE DESCRIPTION
    7. RESEARCH DESIGN
    8. RESULTS AND DISCUSSION
    9. CONCLUSION
    10. MANAGERIAL IMPLICATIONS
    11. LIMITATIONS AND FUTURE RESEARCH INITIATIVES
    12. SUMMARY
    13. REFERENCES
  13. Chapter 8: Product Characteristics for Children
    1. ABSTRACT
    2. INTRODUCTION
    3. WHEN FREYAN CHOOSES TARO
    4. THE DEFINITION OF A PRODUCT CHARACTERISTIC
    5. PRODUCT CHARACTERISTIC DIMENSIONS
    6. IMPRESSIONABLE PRODUCTS FOR CHILDREN
    7. CONCLUSION
    8. REFERENCES
  14. Chapter 9: Marketing Information Process on Children
    1. ABSTRACT
    2. INTRODUCTION
    3. ENCODING PROCESS
    4. STORAGE PROCESS
    5. RETRIEVAL PROCESS
    6. MEMORY SYSTEM IN THE ENCODING, STORAGE, AND RETRIEVAL PROCESS
    7. “HOW CAN YOU FORGET?”
    8. CONVEYING MARKETING INFORMATION TO CHILDREN
    9. CONCLUSION
    10. REFERENCES
  15. Chapter 10: Case Studies
    1. ABSTRACT
    2. CASE STUDY 1: HOW MARKETERS TARGET KIDS
    3. CASE STUDY 2: YOUR TODDLER’S MEMORY IS BETTER THAN YOU THINK
    4. CASE STUDY 3: WHY OUR KIDS ARE SENDING THE FUTURE OF TOBACCO BRANDS UP IN SMOKE
    5. CASE STUDY 4: THE TRICKY BUSINESS OF ADVERTISING TO CHILDREN
    6. CASE STUDY 5: MARKETING TO CHILDREN: ACCEPTING RESPONSIBILITY
    7. CASE STUDY 6: ADVERTISING TO CHILDREN: IS IT ETHICAL?
    8. REFERENCES
    9. ENDNOTES
  16. Conclusion
  17. Compilation of References