...Audur Hermannsdottir; Harri Luomala; Hanna Leipamaa-Leskinen Purpose This study aims to compare the normative influence of parents at home and peers at school on healthy eating among children aged 6–15 years, focusing on fish consumption. It distinguishes between descriptive and injunctive norms...

...Leah Watkins; Robert Aitken Purpose The purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development. Design/methodology/approach A total of 15 parent/children dyads provided a novel and participatory approach. Children...

... of a garment. There are no studies on the preferences of both children and their parents for adjustable children's clothing, although they are equally involved as consumers in the children’ clothing market. Thus, this paper aims to explore the preferences of children and their parents about adjustable...

...Oscar Robayo-Pinzon; Sandra Rojas-Berrio; Patricia Núñez-Gómez; Blanca Miguélez-Juan; Ligia García-Béjar Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act...

...Sanne Holvoet; Liselot Hudders; Laura Herrewijn Purpose This study aims to explore whether parents perceive themselves as responsible for helping their teenage children (aged 13–17 years) cope with the persuasive effects of personalized advertising and the related process of online data collection...

...Caitlyn A. Miller; Nancy D. Albers-Miller; Tami L. Knotts Purpose Both television and movie rating systems are used to inform parents, caregivers and prospective viewers about the content which will appear in a program. While rating systems are fallible, they do provide information prior...

...Johanna Sjöberg Purpose – The purpose of the paper is to analyze what notions of infants parents are visually met through addressed direct marketing. Questions discussed are: How are infants visually constructed as a category? and How are they argued to be in need of consumption? Design...

...Rebecca C. Den Hoed; Charlene Elliott Purpose Despite their responsibility for mitigating the influence of commercial culture on children, parents' views of fun food marketing aimed at children remain largely unexplored. This article aims to probe parents' views of supermarket fun foods...

...Meryl P. Gardner; Roberta Michnick Golinkoff; Kathy Hirsh‐Pasek; Daniel Heiney‐Gonzalez Purpose The purpose of this paper is to gain insight into how both characteristics of toys and marketer‐provided cues influence parents' perceptions of advertised toys and their ideas of what life skills...

...Susanne Pedersen; Alice Grønhøj; Tino Bech‐Larsen Purpose Healthy‐eating socialization is often described as a bi‐directional process, but there are only few studies on children and parent's roles in the process. This paper aims to investigate children and parents' accounts of awareness...

...Louise F. Pendry; Avril J. Mewse; Carole B. Burgoyne Purpose The present research aims to investigate parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro‐cloth initiatives might impact parental decisions. Design/methodology/approach...

...Torgeir Watne; Antonio Lobo; Linda Brennan Purpose The purpose of this paper is to contribute to the body of knowledge associated with consumer socialisation. The authors investigate how children function as socialisation agents for their parents in influencing their purchase intentions...

... to investigate the effect of packaging on children's product preferences and its ability to influence parents' buyer decision in‐store. Design/methodology/approach The study was approached from the parents' rather than the children's perspective. A quantitative approach was adopted in data collection, using...

... Kazakh parents give to their children's opinion on purchasing different products. Design/methodology/approach After a thorough revision of related literature on young consumers, the researchers used two types of questionnaires, and in‐depth personal interviews with 400 young Kazakhstan consumers...

...F. Bahar Ozdogan; M. Hakan Altintas Purpose The purpose of this paper is to explore the moderating effects of parent‐child co‐viewing of TV and parents' discussion of content with children in the context of the family's effect on children's skepticism towards TV advertising. Design/methodology...

...Tao Sun Purpose This paper aims to examine how parental mediation of children's television viewing varies among urban and rural children in China. Design/methodology/approach A survey of 1,056 children ages 6 to 14 in nine Chinese provinces was conducted. Independent sample t‐tests were...

.../methodology/approach The paper is an exploratory study with children and parents, using semi‐directive interviews. Findings The findings indicate that parents modified their own eating habits – and consequently that of all the family – by taking into account information acquired by the children...

...Warwick Cairns Purpose The paper seeks to understand the different attitudinal typologies of children and parents, and the interactions between them. Design/methodology/approach For parental segmentation, the paper uses target group index (TGI) analysis and qualitative focus groups. For child...

...Stephen P. Hogan Purpose Trust is a key business value and a corner‐stone of all company‐consumer relationships, but is particularly critical in children's markets because of their vulnerability. This paper seeks to explore how trust is created between toy companies and parents, the main...

...Nathalie Dens; Patrick De Pelsmacker; Lynne Eagle Purpose The purpose of this paper is to investigate parents' attitudes toward advertising to children, and advertised foods in particular, as well as parental concern regarding children's nutrition habits and the degree to which these perceptions...