Children’s Consumer Behavior

Abstract

Children's consumer behavior is a field that has lately been given attention by marketing, psychology, sociology, and pedagogy. The reason is the understanding that a child is an important part that has an influence on family's shopping. At the same time, there is a concern about the abuse of natural child naivety and trustfulness. That is why the experts turned their focus on the knowledge about child's cognitive development and all manners of consumer socialization and economic socialization. It is possible to accept protective measures to ensure the safety of the child consumer only when we know how the consumer develops. The chapter is therefore focused on these essential topics, and the research demonstrates the consumer and economic socialization of the children in preoperational period of the cognitive development from the perspective of the children and their parents.