Parental perceptions of toys and games marketing

Camelia Cojan
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Camelia Cojan: Alexandru Ioan Cuza University of Iași, Romania

Network Intelligence Studies, 2023, issue 22, 95-102

Abstract: Games and toys play a significant role in children's consumer socialization, shaping their understanding of societal norms through play. Advertisements by businesses often convey specific values to promote and sell these items. Parents, as key influencers, impact their children's behaviour by making purchasing decisions and monitoring advertising's influence. This research investigates parents' perceptions of toy and game marketing through in-depth interviews with 20 participants. Findings revealed that parents recognize the importance of games and toys in their children's development and evaluate products based on their values and children's desires. However, the study also identifies parents' limited media literacy skills and susceptibility to promotional tactics. The impact of values promoted by toy businesses on children raises ethical concerns and calls for marketing regulations. Understanding these dynamics is critical for safeguarding children's well-being and balanced development in the consumer world.

Keywords: marketing, toys and games, parental perspectives (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:networ:y:2023:i:22:p:95-102

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