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Understanding children as consumers

Hamilton, K. (2012) Understanding children as consumers. [Review]

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Abstract

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.

Item type: Review
ID code: 40207
Keywords: consumers, children, marketing, Marketing. Distribution of products, Medicine(all)
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Pure Administrator
Date deposited: 25 Jun 2012 12:51
Last modified: 06 Aug 2017 00:07
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URI: https://strathprints.strath.ac.uk/id/eprint/40207
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