Media literacy and Marketing Consumerism Focused on Children

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Media literacy and Marketing Consumerism Focused on Children

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Media literacy and Marketing Consumerism Focused on Children

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AJ - Písemnictví, mas–media, audiovize

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Procedia - Social and Behavioral Sciences

ISBN

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ISSN

1877-0428

e-ISSN

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Počet stran výsledku

6

Strana od-do

1025-1030

Název nakladatele

Elsevier

Místo vydání

neuveden

Místo konání akce

Barcelona

Datum konání akce

27. 10. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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