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This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience.

The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020.

It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly.

The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences.

The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience.

This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.

The concepts of showrooming and webrooming have been well researched but majorly from the marketing/economic perspectives. The present study explores the socio-psychological motivations and different types of satisfaction derived from “cross-shopping” behaviour namely, showrooming and webrooming in a developing nation.

The study is exploratory and is conducted using an interpretive approach. The researchers conducted 52 in-depth interviews and the collected data were subjected to open and axial coding to generate the conceptual model.

The findings indicate various motivations of cross-shopping such a habit and the joy of discovery while novel aspects of satisfaction emerge such as process satisfaction and social satisfaction. The findings also revealed contextual moderators of the cross-shopping process.

The present study contributes to the domain of cross shopping behaviour by illustrating the social motivators behind the same and novel satisfaction outcomes because of the cross-shopping process.

The present study has multiple implications that would enable managers to effectively utilize cross shopping behaviour such understanding of satisfaction beyond those derived from the product only.

This is one of the first studies to investigate consumer behaviour related to cross shopping based on psycho-social dimensions.