Abstract
This article looks at the rise of the junior consumer, in particular the reasons behind their increased spending power. It then examines the ways in which children influence the spending of their parents by using ‘a combination of emotional blackmail, negotiation and pychological warfare’. Finally, the article explores the learned cynicism' with which children react towards marketing and suggests some strategies marketers can adopt to appeal to the junior consumer.
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More From: International Journal of Advertising and Marketing to Children
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