Media literacy and Marketing Consumerism Focused on Children

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F14%3A43872044" target="_blank" >RIV/70883521:28130/14:43872044 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Media literacy and Marketing Consumerism Focused on Children
Original language description
The paper points out the importance of developing media literacy with children, who are more and more becoming the focus of contemporary marketing. The aim of these marketing efforts is to put more pressure on children's parents in order to influence their decision-making process and shopping behaviour towards buying the products being advertised. The study is divided into three parts. The first part is focused on marketing targeted at children, whose cognitive ability to recognize the persuasive intentof advertising is not sufficient until the age of eight. Our views are based on Piaget's theory of cognitive development. Pursuant to this theory, we explain the development of consumer behaviour patterns among children, going through four developmentalstages (from birth to the age of 12 and beyond). We point out that understanding commercial content depends on how mature the cognitive processes of an individual are. The same thing is essential for the development of consumer behaviour
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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