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Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Key insights From: Young Consumers, Volume 9, Issue 3
Spending their way to adulthood: consumption outside the nest
In their paper, Penman and McNeill explore consumption habits of the young adult market, as they leave home and enter into a world of personal fiscal responsibility.
The exploratory qualitative study finds that the young consumers studied showed a relaxed attitude to debt and consumer purchasing, with non-essential consumption seen as “deserved” and a reward for behaviour such as studying or working.
The role of school in reducing the prevalence of child obesity
This exploratory study with children and parents, by Ayadi, uses the concept of reverse socialisation to examine whether children transmit knowledge and consumption skills learned through school healthy eating programs to their parents.
The results indicate that parents modified their own eating habits – and consequently that of all the family – by taking into account information acquired by the children in their school context.
What is the meaning of “‘price’ and ‘being expensive’ for children?”
Damay’s study explores the area of economic psychology. Her research involves children’s understanding of aspects of money and the workings of the economy.
It is found that children acquire price and expensiveness concepts at early ages, but that their definitions of the concepts are multidimensional.
The tweens market and responses to advertising in Denmark and Hong Kong
The authors of this research study the sources of money and also response to television commercials and pop up advertisements on th internet among young “tween” consumers in Denmark and Hong Kong.
The results show complex differences in the perceptions of and reactions to advertising between tweens in Denmark and Hong Kong. There seems to be support for statement that tween consumption and responses to advertising are motivated by individualism in Denmark and collectivism in Hong Kong.
Determinants for materialism among adolescents in Singapore
La Ferle and Chan look at adolescents in Singapore and the extent to which they endorse materialistic values, by examining the influence of advertising viewing and responses to marketing promotions.
They find that imitation of media celebrities and perceived peer influence are positive predictors of materialistic consumption values while marketing communication factors are not significant predictors.
The everyday practices surrounding young people’s food consumption
This study by Chitakunye and Maclaren seeks to understand the meanings young people give to their food consumption practices. They use an interpretive research strategy, including in-depth interviews, visual diaries and participant observations during school and family mealtimes.
A key theme to emerge is the relationship between formal and informal environments for food consumption and between parental and teacher control, and how these are mediated by the media.
The fearless net + teen-consumer equation
Martin Lindstrom, in his regular contribution to “Young Consumers”, looks at the impact of the launch of Visa and American Express debit cards targeted specifically at teens in the USA.
Advertising to children in Brazil
Rosângela Delgado, Paula Abreu and Lívia Miné of Veirano e Advogados Associados, Brazil give an informative account of the rules applicable to advertising to children as well as those applicable to advertising with the participation of children in Brazil.