The young ones, shopping and marketing channels: What actually shapes their mind?

Z Sethna, Rebecca Fakoussa, D Bammer

Research output: Contribution to Book/ReportChapter


In this chapter, the authors aim to investigate the marketing channels that young consumers use. The conventional definition of marketing channels is how goods and services reach the marketplace. The young ones of today really are learning and adapting to different channels at an incredible pace. Historically, there are two main theories that have informed both stages and child categories commonly used in child psychology and early childhood education. These are cognitive development theory (Piaget) and psycho-social development theory (Erikson). Even though the child is a passive observer of the supermarket shopping experience, it is the adult's shopping and purchasing behaviours that are placed in the Zone of Proximal Development of the child. The factors that influence mothers to intervene and limit children's media and consumption behaviour also affect attitudes toward regulation of food-related advertising. Social media encourages consumers to share, compare and rate experiences; and mobile devices continue to add a 'wherever' dimension to the digital environment.
Original languageEnglish
Title of host publicationYoung Consumer Behaviour
Subtitle of host publicationA Research Companion
EditorsAyantunji Gbadamosi
PublisherRoutledge, Taylor & Francis Group
Number of pages15
ISBN (Electronic)9781315213590
ISBN (Print)9780415790086
Publication statusE-pub ahead of print - 22 Nov 2017


  • Young consumer behaviour
  • Consumer behaviour
  • Marketing
  • Shopping


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