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

Author

Listed:
  • Adriana Anca Cristea
  • Mihaela Simona Apostol
  • Tatiana Corina Dosescu

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.

Suggested Citation

  • Adriana Anca Cristea & Mihaela Simona Apostol & Tatiana Corina Dosescu, 2014. "The Impact of Mass-Media on Consumer Behaviour Among Children and Young People," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(3), pages 107-110, September.
    • Handle: RePEc:khe:journl:v:6:y:2014:i:3:p:107-110
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    More about this item

    Keywords

    Marketing; consumer behaviour; mass-media;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M54 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Management

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