Key insights

Citation

(2007), "Key insights", Young Consumers, Vol. 8 No. 3. https://doi.org/10.1108/yc.2007.32108caa.002

Key insights

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  Stephen P. Hogan’s paper explores how trust is created between toy companies and parents, the main purchasers of toys.

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  Using evidence from interviews with a sample of senior executives in 12 leading UK toy companies he found that although the managers believed that the consumer’s trust was chiefly driven by the marketing offer, but that they also recognised the importance of responsible marketing.

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  This paper adds an interesting new perspective by highlighting the importance of ethical issues as a key dimension of trust building

Turn to page 163

Booster-seats, pies and twenty-first-century childhood

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  Warwick Cairns shares his paper to help create an understanding of the different typologies of children and parents and the interactions between them.

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  Child culture is a complex thing these days and its relationship with the adult world is even more complex.

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  He explains that parents can be divided into three main outlooks – progressive, traditionalist and populist – and into two main approaches – active/involved and “laidback”. Meanwhile the dynamics of child culture involve two outer-directed mainstream groups – leaders and followers – and two inner-directed groups – “geeks” and explorers.

Turn to page 173

Internet-enabled youth and power in family decisions

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  The relationship between knowledge and power appears to be assumptive in marketing. Roger Marshall and Peter Alan Reday attempt to justify this assumption.

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  Their research divides families according to the domain-specific internet use of sons and inspects family decision-power patterns for a range of products.

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  They believe that marketers must not only be aware of the increasing power of youth in family decision-making but must also realize the potential of technological promotional channels for reaching this audience.

Turn to page 177

Frequency of promotional strategies and attention elements in children’s food commercials during children’s programming blocks on US broadcast networks

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  Randy M. Page and Aaron Brewster identify the extent to which promotional strategies and attention elements appear in a sample of children’s food commercials.

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  One hundred and forty-seven commercials that examined 20 separate promotional strategies and 20 different attention elements were analysed.

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  Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food and the use of product identification characters.

Turn to page 184

Children’s influence on and participation in the family decision process during food buying

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  This paper contributes to studies of family decision-making during food buying.

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  The authors explain that family food buying is often a joint activity and children’s active participation can help determine the influence they gain.

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  They highlight the importance of listening to both parties in research into the family dynamics and everyday food buying.

Turn to page 197