chapter  17
7 Pages

Children and consumer culture

ByKara Chan

Children represent three markets: a primary market with their own income to spend, an influencer market that gives direction to parental purchases, and a future market for all goods and services (McNeal, 1992). The parent-child relationship in Western societies changes from authoritative to mutual understanding. Children’s voices are taken seriously in family purchases (Valkenburg and Cantor, 2001).