The Impact of Mass-Media on Consumer Behaviour Among Children and Young People

Adriana Anca Cristea (), Mihaela Simona Apostol () and Tatiana Corina Dosescu ()

Knowledge Horizons - Economics, 2014, vol. 6, issue 3, 107-110

Abstract: We note that nowadays the mass-media discourse influences the consumer behaviour of children and young people, more specifically, it is obvious that it has brought about changes in many fields (i.e., culture, economy, society, etc.). Advertising messages which target consumers resulted in attitude and behaviour changes, due to new, specially designed marketing techniques and strategies aimed at reaching children and young people. The consumer behaviour of this type of audience has its own characteristics, and experts in this field have succeeded in defining its identity and in getting to know better the mechanisms which underlie the traits of the consumer behaviour. The literature in this field has mainly paid attention to the culture centred around the adult consumer attitude, but this situation is gradually changing under the influence of mass-media.

Keywords: Marketing; consumer behaviour; mass-media (search for similar items in EconPapers)
JEL-codes: M14 M21 M54 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
http://orizonturi.ucdc.ro/arhiva/2014_khe_6_pdf3/cristea.pdf (application/pdf)
http://orizonturi.ucdc.ro/arhiva/2014_khe_6_pdf3/cristea.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:khe:journl:v:6:y:2014:i:3:p:107-110

Access Statistics for this article

More articles in Knowledge Horizons - Economics from Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest Contact information at EDIRC.
Bibliographic data for series maintained by Adi Sava ().