Young Consumers: Volume 3 Issue 3

Word‐of‐mouth marketing : beyond pester power

Joanne Procter, Martyn Richards

Defines the pester power phenomenon as the repeated delivery of unwanted requests, arguing however that this is not the main driving influence in purchasing behaviour. Shows…

When is a brand not a brand?

Dean C. Weller

Discusses the importance of brands to children, and the importance of children to brands. Emphasises that children have a strong awareness of brands from a young age, and reports…

Changing attitudes of European youth

Ole Christensen

Reports a survey by GfK Ad Hoc Worldwide on new trends in youth culture and language; this shows a new generation of youngsters, dubbed Generation Search, which is searching for…

US kids and British children ‐ identical or incomparable?

James Powell, Geoff Wicken

Compares the findings from the Youth Target Group Index (TGI) Survey of British children with those from the Simmonds Kids and Teens survey in the USA, with implications for…

Creating the ultimate baby and toddler‐friendly environment

Stephen Cowles

Shows how store design and in‐store communications can make shopping trips easier and more fun for both parents and children. Outlines the core requirements: enough space to move…

One tune no longer fits all

Bryan Scott

Examines the relationships between popular music and youth in contemporary Britain. Argues that in the last decade the pop music charts have become increasingly diverse and…

Attitudes of school directors towards in‐school marketing: an exploratory study

Maggie Geuens, Patrick De Pelsmacker, Gitt Mast

Defines in‐school or marketing as the development of marketing activities towards schoolchildren, and reports research on the attitudes to it of some Belgian school directors…

Children’s perceptions of television advertising in urban China

Kara Chuen, James U. McNeal

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child…