Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicit? nel segmento dei tweeagers

Giovanna Pegan

MERCATI & COMPETITIVIT?, 2009, vol. 2009/2, issue 2, 41-59

Abstract: Marketing and youngsters: an exploratory research on the involvement in consumption and advertising in the tweenagers segment - This article - after having identified the theoretical references - presents the results of an empirical quantitative research aimed at investigating within the tweenagers (10-14 years old) , the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination. Keywords: involvement, consumption, television advertising, attitudes, tweenagers Parole chiave: coinvolgimento, consumo, pubblicit? televisiva, tweenagers, atteggiamenti

Date: 2009
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