Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.
Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.
Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.
Table of Contents
Table of contents
List of contributors
PART I: Introduction and Theoretical Background
Chapter 1: The changing landscape of young consumer behaviour
PART II: Young Consumers as Individuals
Chapter 2: Children’s consumer perception
Chapter 3: Learning and consumer socialisation in children
Chapter 4: Young consumers’ motivation and involvement: uses and gratifications perspective
Chapter 5: Exploring personality, identity and self-concept among young consumers
Chapter 6: Attitudes and persuasion in young consumer behaviour
PART III: Young consumers and Marketing Strategies
Chapter 7: Brand, branding, and brand culture among young consumers
Chapter 8: Pricing, income, and brand symbolism: exploring young consumers’ understanding of value
Chapter 9: The young ones, shopping and marketing channels: what actually shapes their mind?
Chapter 10: Marketing communications and the young consumer: evidence from a developing country
Chapter 11: Digital marketing and the young consumer
Chapter 12: Services and relationship marketing: perspectives on young consumers
Chapter 13: Segmenting the children’s market
Chapter 14: Amplifying the voices of young consumers in food advertising research
PART IV: Young Consumers in Social and Cultural Contexts
Chapter 15: Reference groups and opinion leadership in children’s consumption decisions
Chapter 16: Youth subcultural theory: making space for a new perspective
Chapter 17: Young consumer misbehaviour: a perspective from developing countries
Chapter 18: Faith, religion and young consumer behaviour
Chapter 19: Children's consumer behaviour in developing countries in the twenty-first century
PART V: Social Marketing and Consumerism: Perspectives on Young Consumers
Chapter 20: Social marketing and the protection of the young consumer
Chapter 21: Consumerism and consumer protection: a focus on young consumers
Ayantunji Gbadamosi (Bsc (Hons), MSc, PhD, FHEA, FCIM) lectures at Royal Docks School of Business and Law of the University of East London, UK. He was formerly the Leader for Research and Knowledge Exchange in the school. He is listed in Who’s Who in the World.
'This book breathes new life into the pursuit of understanding the ever-changing dynamics of young consumers’ behaviour. The development of computerized technologies is rapidly changing the current marketing landscape; and with it, the youth market is also changing from one unknown to yet another unknown. Well done Dr. Gbadamosi for providing us the light amidst the obscurity of young consumer behaviour.' — Dr. Richard Shambare, Senior Lecturer in Business Management at the University of Venda, South Africa
'This book provides the knowledge and information to understand and influence youth market behaviours and buying patterns/decisions in the contemporary world' — Dr. Ayodele Oniku, Dept of Business Administration, University of Lagos, Nigeria
'This is an excellent introductory book for students and researchers who examine young consumer behaviour. The book also aids the practices of professionals working within the discipline, as it investigates children’s consumer decision-making process and discusses ethical issues concerning children’s role in the marketplace and marketing research activities.' — Dr. Hsiao-Pei (Sophie) Yang, Course Director, Undergraduate Advertising & Marketing Course, School of Marketing & Management, Coventry Business School
'Groundbreaking, this will be a great resource for teachers, research students and marketers' — Professor Sue Vaux Halliday, Director, Enterprise & Value Research Group, Hertfordshire Business School, University of Hertfordshire
'An impressive attempt is made to examine consumer behaviour concepts from the perspective of young consumes. The book touches on important themes and brings clarity on how firms can apply these concepts in influencing young consumers. I recommend it to all.' — Bedman Narteh, PhD, Associate Professor of Marketing, University of Ghana Business School, Legon.
'This handbook focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualized to young consumers including culture, sub-culture, family, and groups are incorporated into the
book.' — Lucia A. Reisch, Journal of Consumer Policy