Advertising and Consumer Psychology. A Study of Children and Youth

      Аннотация: Family communication pattern has become more open and democratic. Parents pay more attention to their children. New behavioral patterns are arising, such as children being influencers and participants in family decision-making. Buying power of children in India is different compared to the western. It is important to understand children’s influence in the purchase decision making in Indian families. Children’s media environment has changed dramatically in the past decade. Internet is progressively used to target children and adolescents. Commercial media environment might shorten the period during which parents are the exclusive socializing force in the lives of their children. Advertising is an omnipresent influence in the lives of children. Child and or youth are exposed to a number of advertisements. Advertisers analyze children's behavior, motives, lifestyle, and leisure activities at various ages and develop effective marketing strategies & advertisements that can catch hold their attention. Advertising to children has been particularly effective since advertisers are basically making use of child psychology in designing advertisements, promotion and media mix.

Ключевые слова: advertising, Business Management, consumer psychology, marketing, Media. Children and Youth, family purchase, consumer socialization, consumer buying behaviuor