Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Manel Mzoughi and Joël Bree ()
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Manel Mzoughi: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Joël Bree: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.

Keywords: toy-packaging; children; targeting; affective response (search for similar items in EconPapers)
Date: 2016-04-07
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Published in 21st International Conference on Corporate and Marketing Communications, Apr 2016, London, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022310

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