Marketing to children: a planning framework

Sharma, Ruppal Walia; Dasgupta, Pinaki

doi:10.1108/17473610910985991

Cited by 15 publications

(3 citation statements)

References 15 publications

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“…Being endemic, fun to watch or edible may have some value but if species with these attributes face no threats to future population viability and do not play a critical role in ecosystem function, why dedicate resources to protecting them? As the perspectives of children often influence their parents, from purchasing (Flurry & Burns, 2005; Walia Sharma & Dasgupta, 2009) to pro-environmental behaviours (Easterling et al, 1995; Ballantyne et al, 1998, 2001; Duvall & Zint, 2007; Damerell et al, 2013), the conservation perspectives of children may be leveraged to influence adults who may prioritize less critical species attributes. Conversely, some of the greatest wildlife conservation challenges require eradication of non-native species, such as feral cats (Ash & Adams, 2003; Robertson 2008; Loss et al, 2013), and typical arguments justifying elimination of species on the basis of non-native or invasive status may not resonate as well among children as among adults.…”

Section: Discussionmentioning

confidence: 99%

Are we working to save the species our children want to protect? Evaluating species attribute preferences among children

Frew

Peterson

Stevenson

2016

Oryx

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As conservation resources decline and numbers of threatened species increase, prioritizing species for conservation is increasingly important, and prioritizing based on attributes may be the most efficient approach. Despite the importance of biodiversity as a legacy to future generations, children's preferences for species attributes have never been considered. We surveyed 3rd and 5th grade students, typically 8–10 years old, in North Carolina, USA, to determine how children prioritize conservation of species based on attributes. We asked the students to rank five species attributes, allocate money to species with each attribute, and choose between each species attribute and endemism in terms of their importance for conservation. Children prioritized species that are important in nature and those whose numbers are declining over species with other attributes, whereas research suggests that adults prioritize endemic species over most other types. Our results suggest children prioritize biodiversity conservation differently from adults, and in ways that may be more conducive to biodiversity conservation in cases where endemism is not directly related to species endangerment, and we suggest the perspectives of children be considered more fully within biodiversity conservation.

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Section: Discussionmentioning

confidence: 99%

Are we working to save the species our children want to protect? Evaluating species attribute preferences among children

Frew

Peterson

Stevenson

2016

Oryx

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“…The use of CPLAs is also associated with increases in caregiver and child conversation and interaction (Hassinger‐Das et al, 2020). Considering the nature of CPLAs, this study claims that CPLAs could be regarded as third places that affect not only children's but also caregivers' experiences, given that children are often influencers/co‐deciders at the time of choosing products or services while caregivers are the final decision makers (Flurry, 2007; Walia Sharma & Dasgupta, 2009).…”

Section: Introductionmentioning

confidence: 99%

A child play‐and‐learn area contributing to urban regeneration: A case in Christchurch, New Zealand

Huang,

Chen,

Hall

2023

N Z Geog

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This study regards a Child Play‐and‐Learn Area (CPLA) in a library as a third place and investigates its relationships with visitors through the concept of place attachment. To understand the influence of the CPLA, the study examined the relationships among visitors' place attachment, servicescape and behavioural intentions involving place scales. A survey was conducted in a CPLA in Christchurch, New Zealand (The Imagination Station in the central library) and collected 406 questionnaires. The results indicate that the physical and social servicescape of the CPLA can enhance visitors' place attachment and influence their behavioural intentions in the library and the city. The findings suggest that community‐oriented places like CPLAs and libraries should be used as social infrastructure in urban regeneration strategies.

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“…The author suggests that marketers become more aware of the potential negative effects of their advertising on children and take steps to promote healthier, developmentally more appropriate products and messages. Different research focusing on marketing strategies targeting children, but from the point of view of the interests of marketers and businesses, was also carried out by Sharma and Dasgupta (2009). They have developed a planning framework that emphasizes the direction and focus of marketing strategies, taking into consideration the level of interest and impact on children.…”

mentioning

confidence: 99%

New technologies and innovations in marketing: Consumer behaviour of children in relation to the time spent on the internet and to age

SUHÁNYI,

SUHÁNYIOVÁ,

LUMNITZER

et al. 2023

AOUS

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the paper focuses on the use of new technologies and innovations in marketing. The aim is to evaluate the consumer behaviour of children in relation to the time spent on the Internet and age, and that in the context of children's wellbeing and quality of life. Questionnaires were distributed to the parents of children aged 6 to 13. they were approached in toy stores. regression models were used to test the hypotheses. Based on the results, it was possible to prove a statistically significant relationship between the time spent on the Internet by children and the number of online purchases of parents based on their children's request. Also, it was possible to confirm an existing relationship between the growing age of children and the growing preference for digital toys over traditional and mechanical toys. research limitations are mainly associated with the research sample and the formulation of questions in the questionnaire. the implications of the study show that companies should consider the age of childdren in their marketing communication, as their consumer preferences change very quickly. in the context of new technologies and innovations in marketing communication parents should monitor not only how much time their children spend on the Internet, but also the content they watch, and should guide them accordingly. The paper contributes to the evaluation of innovations in marketing in our digital age and their effect on the consumer behaviour of children and their quality of life. It opens up new questions and possible research directions.

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Marketing to children: a planning framework

Cited by 15 publications

References 15 publications

Are we working to save the species our children want to protect? Evaluating species attribute preferences among children

Are we working to save the species our children want to protect? Evaluating species attribute preferences among children

A child play‐and‐learn area contributing to urban regeneration: A case in Christchurch, New Zealand

New technologies and innovations in marketing: Consumer behaviour of children in relation to the time spent on the internet and to age

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