2023
DOI: 10.20525/ijrbs.v12i4.2457
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The commercialisation of childhood? Materialism values of South African tweens

Abstract: The development of the child consumer market has often been criticised as the commercialisation of childhood. Marketers have been accused of targeting children and grooming them for a lifetime of consumerism. The maelstrom of marketing activities aimed directly at children has led to their being more active than ever in the consumer culture space. An unfortunate consequence of this has been children becoming materialistic because of the commercial pressures of modern childhood. This study sought to determine w… Show more

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