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Plugged InHow Media Attract and Affect Youth$
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Patti M. Valkenburg and Jessica T Piotrowski

Print publication date: 2017

Print ISBN-13: 9780300218879

Published to Yale Scholarship Online: September 2017

DOI: 10.12987/yale/9780300218879.001.0001

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Advertising and Commercialism

Advertising and Commercialism

(p.137) 9 Advertising and Commercialism
Plugged In

Patti M. Valkenburg

Jessica Taylor Piotrowski

Yale University Press

This chapter discusses why youth are commercially interesting and why marketing seems to be targeting children at ever-younger ages. In particular, it shows how children represent three markets—a primary market, a market of influencers, and a future market—and discusses the implications of being a threefold market for children's socialization as consumers. How do brand awareness and brand loyalty develop in early childhood? How does children's development influence their consumer behavior? Following this, the chapter evaluates whether advertising is effective among these young consumers. To what extent does the commercial environment that surrounds youth influence them? It contextualizes these questions by highlighting what the youth market looks like today, noting sophisticated digital developments and discussing efforts to counter the potential negative consequences of advertising.

Keywords:   consumer market, youth, socialization, child consumers, brand awareness, brand loyalty, child development, consumer behavior

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