Learning the Consumer Role: Children as Consumers

Abstract

The consumer role may be divided among three persons: the decision maker who decides on the need for the good or service, the purchaser who buys the good or service, and the ultimate user who consumes the good or service. Children, especially those ages three to 18, have been studied and considered as a potential consumer market since the mid‐1950s. In the 1960s and 1970s, the research on children focused heavily on television and its effects. In the last two decades, research on children in the consumer role has expanded dramatically in volume and variety. This bibliography includes only materials published in academic journals and proceedings from 1970 through 1995. The majority of the research is based on empirical research; only a limited number are policy‐oriented and literature review articles.

Citation

Chandler, T.M. and Heinzerling, B.M. (1998), "Learning the Consumer Role: Children as Consumers", Reference Services Review, Vol. 26 No. 1, pp. 61-95. https://doi.org/10.1108/00907329810307452