Key insights

Citation

(2007), "Key insights", Young Consumers, Vol. 8 No. 1. https://doi.org/10.1108/yc.2007.32108aaa.002

Key insights

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  This article provides examination of parents’ attitudes towards advertising to children. Focussing on food advertising in particular, the authors also seek to investigate the degree to which parents monitor television viewing.

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  A total of 485 parents were sampled in this study conducted in Belgium.

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  The authors found that nutrition attitudes and the degree to which advertising causes family conflicts and pestering are among the most important drivers of restrictive mediation of television.

Turn to page 7.

Children as co-decision makers in the family? The case of family holidays

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  Malene Gram’s study seeks to examine the role and influence of children in family purchase decision making.

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  This is the first study to use integrated data of parents and children combining qualitative and quantitative approaches.

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  The results showed that whilst parents perceive children to have a moderate impact on decision making, children consider themselves to have the decisive vote.

Turn to page 19.

Solutions on Stress (SOS): programmes, packages and products for helping teenagers

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  This paper, written on behalf of the WestFocus Health Network, looks at the introduction of stress management systems into the school environment.

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  The authors summarise the set up, progress, results and implications of a six-week stress management intervention piloted with teenagers in school.

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  Results from feedback at the beginning and end of the programme reveal that emotional well-being and self esteem improved and perceived stress decreased for the students.

Turn to page 29.

Diffusion of innovations through social networks of children

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  Laurien Kunst and Jan Kratzer have examined the role of social networks of children and what impact it bears upon the diffusion of a new product.

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  The results resoundingly showed that a child’s social network was the most important determinant for adoptive behaviour.

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  Interestingly, the findings of the experiment, conducted in three primary schools in The Netherlands, indicate that traditional marketing strategies such as mass media appeared to have no impact at all.

Turn to page 36.

Upwardly mobile: a study into mobile TV use amongst children

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  Shazia Ali describes “mobile-phone TV” not only to be one of the most exciting areas of handheld functionality, but also as the logical next step for mobile entertainment.

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  The author’s study of the new innovation compares mobile TV to other handheld devices, such as MP3 players and portable gaming devices, and also seeks to understand the way in which children use their mobile phones and what impact this might bear upon the potential success of this new development.

Turn to page 52.

Intergenerational influences on the dimensions of young customer-based brand equity

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  Although brand equity has been in the top tier of marketing priorities for many years, there have been very few studies focussed specifically on young customers.

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  Therefore, the authors have sought to analyse the different nature and effects of family influences on the dimensions of young customer-based equity.

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  This is the first study to analyse the nature and effects on each dimension of customer-based brand equity.

Turn to page 58.

Exploring the role of music on young health and fitness club member loyalty: an empirical study

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  The importance of advertising in the music industry has long been established and is well known to induce consumer emotion, enjoyment, attention and recall. As such, John Oliver’s article provides an investigation into whether the type of music played in studio classes has any impact on the loyalty attitudes of young members of health and fitness clubs.

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  While the results indicated that music was considered to be standardised by respondents, the author also found that incorporating different music genres in classes can act as a point of consumer differentiation between service providers, thereby resulting in higher levels of customer loyalty.

Turn to page 65.