publication . Article . 2014

The Impact of Mass-Media on Consumer Behaviour Among Children and Young People

Adriana Anca Cristea; Mihaela Simona Apostol; Tatiana Corina Dosescu;
Open Access
  • Published: 01 Jan 2014 Journal: Knowledge Horizons - Economics, volume 6, issue 3 September, pages 107-110
We note that nowadays the mass-media discourse influences the consumer behaviour of children and young people, more specifically, it is obvious that it has brought about changes in many fields (i.e., culture, economy, society, etc.). Advertising messages which target consumers resulted in attitude and behaviour changes, due to new, specially designed marketing techniques and strategies aimed at reaching children and young people. The consumer behaviour of this type of audience has its own characteristics, and experts in this field have succeeded in defining its identity and in getting to know better the mechanisms which underlie the traits of the consumer behavi...
free text keywords: Marketing, consumer behaviour, mass-media, jel:M14, jel:M21, jel:M54

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Khan, Martin, 2006, Consumer Behavior and Advertising Management, New Delhi, New Age International;

Lusted, Marcia Amidon, 2009, Advertising to children, Edina, ABDO Publishing Company.

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