How is value perceived by children?

The literature on perceived value overlooks the perspective of children, yet this represents an important aspect of their consumer socialization. This paper fills the void by examining value perception as part of the decision to purchase from the perspective of the child consumer. A two-stage qualitative investigation using diaries and interviews investigated perceptions of children aged 7–14years. Findings indicate that perceived value among children is an important concept in consumer decisions comprising benefits and sacrifices; however the nature of these factors and the way they contribute to value perception varies in a domain specific manner as children grow older. Understanding the temporal aspects of value creation from a child's perspective extends perceived value theory and contributes to consumer socialization theory. In addition this knowledge is crucial for practitioners marketing to child customers as well as those developing policy to protect them as consumers.