Children as Consumers: Vulnerability and Marketing Strategies
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Chapter Nine
Children as Consumers
Why are children
considered vulnerable
consumers?
Executive functions not fully
developed
•
Working memory
•
Inhibitory control
•
Cognitive flexibility
Why are children
considered
vulnerable
consumers?
Undeveloped executive functions
Marshmallow test of executive functions
Developmentally predictable
cognitive biases
Piaget's stages of development
3
What kinds of
food/beverage
products are
marketed to
children?
The most frequently advertised products on
children’s favorite websites
How are products
marketed to children?
TV, apps, videos, advergames
•
Marketing tactics:
•
Premiums
•
General Mills and Mega Bloks
•
Promotional characters
•
Toy Story 4 and Kellogg cereal
•
Nutritional information
•
Taste
•
Fun
•
Kidfluencers:
Ryan’s World
How
do children
interpret
marketing
messages?
•
Young children (below age eight) typically
cannot distinguish between television
programming and commercials.
•
Interactive apps and games blur the line
between marketing and play A survey of
5,200 Canadian youth in grades 4 through
11 found that three quarters of them
identified brand-centered games as “just
games” and not “mainly advertisements.”
Impact of Social Media on Children's Food
Intake
Article of interest:
Food Marketing
Influences Children’s Attitudes, Preferences
and Consumption: A Systematic Critical
Review
Gender in childhood
•
Breaking Gender Stereotypes in the Toy Box
•
How adults' gender-related assumption affect their interactions with
kids
Teaching
children self-
control
technique that
work at an
implicit level
•
self-control goals
•
Imitation of parental behaviors
•
Implementation intentions- if-then
statements
•
Imagine child wants to save money for
a higher goal (e.g., a new musical
instrument) instead of spending it on
sweets.
•
Child's implementation intention:
•
“If I pass a shelf with sweets
in the supermarket, I will
ignore them.”
•
“If I pass a shelf with sweets,
I will think about the musical
instrument that I will buy.”
Children are considered vulnerable consumers due to undeveloped executive functions like inhibitory control and cognitive flexibility. They struggle to differentiate between commercials and TV programs, making them susceptible to marketing strategies targeting them with food/beverage products. Marketing tactics include TV ads, apps, and influencers, blurring the line between play and advertising. Understanding how children interpret marketing messages is essential to address the impact of marketing on their attitudes and consumption habits.
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Presentation Transcript
Essentials of Consumer Essentials of Consumer Behavior, 2 Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Nine Children as Consumers
Why are children considered vulnerable consumers? Executive functions not fully developed Working memory Inhibitory control Cognitive flexibility
Undeveloped executive functions Why are children considered vulnerable consumers? Marshmallow test of executive functions Developmentally predictable cognitive biases Piaget's stages of development 3
What kinds of food/beverage products are marketed to children? The most frequently advertised products on children s favorite websites
How are products marketed to children? TV, apps, videos, advergames Marketing tactics: Premiums General Mills and Mega Bloks Promotional characters Toy Story 4 and Kellogg cereal Nutritional information Taste Fun Kidfluencers: Ryan s World
Young children (below age eight) typically cannot distinguish between television programming and commercials. Interactive apps and games blur the line between marketing and play A survey of 5,200 Canadian youth in grades 4 through 11 found that three quarters of them identified brand-centered games as just games and not mainly advertisements. How do children interpret marketing messages? Impact of Social Media on Children's Food Intake Article of interest: Food Marketing Influences Children s Attitudes, Preferences and Consumption: A Systematic Critical Review
Gender in childhood Breaking Gender Stereotypes in the Toy Box How adults' gender-related assumption affect their interactions with kids
self-control goals Imitation of parental behaviors Implementation intentions- if-then statements Imagine child wants to save money for a higher goal (e.g., a new musical instrument) instead of spending it on sweets. Child's implementation intention: If I pass a shelf with sweets in the supermarket, I will ignore them. If I pass a shelf with sweets, I will think about the musical instrument that I will buy. Teaching children self- control technique that work at an implicit level
