More Than Just Play Dough: Children, Money and Marketing

Abstract

This article looks at the rise of the junior consumer, in particular the reasons behind their increased spending power. It then examines the ways in which children influence the spending of their parents by using ‘a combination of emotional blackmail, negotiation and pychological warfare’. Finally, the article explores the learned cynicism' with which children react towards marketing and suggests some strategies marketers can adopt to appeal to the junior consumer.

Citation

Parker, C. (2001), "More Than Just Play Dough: Children, Money and Marketing", International Journal of Advertising and Marketing to Children, Vol. 3 No. 1, pp. 47-51. https://doi.org/10.1108/eb027666