When does product brand matter to children?

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  • Additional Information
    • Author-Supplied Keywords:
      brand
      children
      consumer socialization
      critical point
      product categorization
    • Abstract:
      How children assess a product's brand and other perceptual attributes is one of the primary issues of consumer socialization. To date, we know little about the age at which children begin to perceive product brand as a dominant feature compared with other perceptually salient product attributes. This critical point in the maturation of a child was examined in two studies of 7-, 9-, and 11-year-old children. In these studies, the children performed categorization tasks that were based on Chiu's paradigm in the first study and the Wisconsin Card Sorting Test in the second study. The results indicate that product brand did not matter to children until the age of 9 years. For the 9- and 11-year-old children, the product's brand became the dominant feature in their product categorization compared with other perceptual attributes. We discuss the practical and theoretical implications of these results for child-oriented education and marketing. [ABSTRACT FROM AUTHOR]
    • Abstract:
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    • Author Affiliations:
      1Xiamen University, P.R. China
      2Chinese Academy of Sciences, P.R. China
    • Full Text Word Count:
      6731
    • ISSN:
      1470-7853
    • Accession Number:
      10.1177/1470785318802682
    • Accession Number:
      137188419
  • Citations
    • ABNT:
      WANG, F.; LI, S. When does product brand matter to children? International Journal of Market Research, [s. l.], v. 61, n. 4, p. 380–393, 2019. Disponível em: . Acesso em: 15 nov. 2019.
    • AMA:
      Wang F, Li S. When does product brand matter to children? International Journal of Market Research. 2019;61(4):380-393. doi:10.1177/1470785318802682.
    • APA:
      Wang, F., & Li, S. (2019). When does product brand matter to children? International Journal of Market Research, 61(4), 380–393. https://doi.org/10.1177/1470785318802682
    • Chicago/Turabian: Author-Date:
      Wang, Fei, and Shu Li. 2019. “When Does Product Brand Matter to Children?” International Journal of Market Research 61 (4): 380–93. doi:10.1177/1470785318802682.
    • Harvard:
      Wang, F. and Li, S. (2019) ‘When does product brand matter to children?’, International Journal of Market Research, 61(4), pp. 380–393. doi: 10.1177/1470785318802682.
    • Harvard: Australian:
      Wang, F & Li, S 2019, ‘When does product brand matter to children?’, International Journal of Market Research, vol. 61, no. 4, pp. 380–393, viewed 15 November 2019, .
    • MLA:
      Wang, Fei, and Shu Li. “When Does Product Brand Matter to Children?” International Journal of Market Research, vol. 61, no. 4, July 2019, pp. 380–393. EBSCOhost, doi:10.1177/1470785318802682.
    • Chicago/Turabian: Humanities:
      Wang, Fei, and Shu Li. “When Does Product Brand Matter to Children?” International Journal of Market Research 61, no. 4 (July 2019): 380–93. doi:10.1177/1470785318802682.
    • Vancouver/ICMJE:
      Wang F, Li S. When does product brand matter to children? International Journal of Market Research [Internet]. 2019 Jul [cited 2019 Nov 15];61(4):380–93. Available from: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bth&AN=137188419&custid=s6224580