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Explains enrichment marketing: the three key aspects are age appropriateness, consideration of neuroscience, and identifying the ethical category of the product. Outlines, first, the five age segments that divide up young people, and how responsible marketing deals with each appropriately. Describes, secondly, how the beginnings of “neuromarketing” illustrate how key emotional centres of the child brain can be stimulated by marketers, and the ethical problems raised by this manipulation. Moves on, thirdly, to determining which ethical category a company’s approach to its products, programmes and advertising strategies falls into: good products are ones that are good for young people, although the company’s marketing methods for them may not be responsible; most products, including most food products, are neutral and are safe in moderation, but they challenge marketers to be responsible in selling them to extreme; and dangerous products like drugs, guns and sex‐related material, which responsible marketers avoid.

Discusses the hot topic of anti‐brand activity, in particular the dangers of treating children as mini‐adults in marketing, and the issue of anti‐fast food campaigns; the article is based on a speech of Malcolm Earnshaw, Director General of the ISBA. Summarises some current press coverage which is critical of the advertising industry given the growing problem of child obesity, and the resulting adverse impact of this hostile coverage on companies like McDonalds; the campaigns link up with the anti‐globalisation movement. Urges corporations to consider fully the social as well as the financial effects of their activities.

This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology.

The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs).

Several interesting insights emerge in respect of children’s consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of children’s brand loyalty emerge as important factors.

This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the children’s market.

A children’s market-driving strategy really should be related with the “grass roots” needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those children’s rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future.

The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the children’s market.

The purpose of this paper is to offer some insight into how siblings aged between 4 and 12, engaged in a collaborative drawing activity at home, recall the shopping trips they have experienced.

Using a Vygotskian perspective, the data collection consisted of engaging 15 pairs of siblings in the production of a joint drawing of a shop of their choice. Drawing in pairs opens a Zone of Proximal Development (Vygotsky, 1978) where the younger child benefits from verbal guidance by the older one to achieve the common task. This situation enables the researcher to gain close access to children’s knowledge about stores and to the words they use to describe their personal shopping experiences.

This exploratory research reveals some constitutive elements of children’s “shopscapes” (Nicol, 2014), i.e. the imaginary geographies they actively elaborate through their daily practices and experiences with regard to retail environments. In their communicative interactions when elaborating a joint drawing of the shop they have chosen, children demonstrate that they master a considerable body of knowledge about retail environments. Surprisingly, recalling their shopping practices sheds light on various anxiety-generating dimensions.

The data collection is based on a remembering exercise performed at home and does not bring information about what children actually do in retail environments. Moreover, the children were asked to focus on buying a present for a friend’s birthday, therefore the information gathered essentially relates to toy stores.

This research underlines the necessity for retailers to endeavour to reduce some of the anxious feelings depicted and verbalized by children, by improving the welcome for children into their stores.

There are also opportunities for retailers to invest in the consumption education area by guiding young visitors so that they learn how to behave as apprentice consumers in retail outlets.

The child-centric perspective of the study reveals new and surprising insights about the way children report their memorised shopping experiences.

The disease burden caused by Campylobacter jejuni may be decreased by reduced consumption of undercooked chicken meat. However, little is known about consumer preparation of poultry and the effects of commonly applied cooking times on bacterial inactivation. This study aimed to answer these questions.

Surveys were mailed in The Netherlands and analysed and laboratory inactivation experiments were conducted for the most frequent preparation method.

The surveys revealed that the predominant way of chicken meat cooking was (stir)frying fillets and that consumers were generally aware of the presence of bacteria on chicken meat. Thorough heating of meat was considered important, which was often checked by visual inspection. In the laboratory, D‐values for C. jejuni were obtained at frying temperatures: D was 1.95 min for artificially contaminated whole and D 0.59 min for diced fillets, respectively under practically relevant conditions. Large variability in survival was found, however.

The paper shows that by combining consumer research and food microbiology it was concluded that the actual risk of consumption of chicken breast fillets that contain surviving C. jejuni is higher than previously assumed.