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Edutainment experiences for children in retail stores, from a child’s perspective

Author

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  • Feenstra, Florence
  • Muzellec, Laurent
  • de Faultrier, Brigitte
  • Boulay, Jacques

Abstract

To build family traffic in-store and develop spending, retailers offer educational workshops and events targeted at children. Understanding how to create value for children in order to create retail patronage intentions is necessary, but has barely been studied. This papers aims to explore the nature and benefits of these edutainment experiences for children and their potential effects on the child-retailer relationship through ethnographic investigation. The study provides evidence that children enjoy acquiring consumer knowledge and consumer attitudes autonomously by taking on an active role as consumers. Edutainment experiences endorse a positive vision of "fun power", as a new type of child influence on adult purchasing. They determine long-term orientation in child-retailer relationships.

Suggested Citation

  • Feenstra, Florence & Muzellec, Laurent & de Faultrier, Brigitte & Boulay, Jacques, 2015. "Edutainment experiences for children in retail stores, from a child’s perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 47-56.
  • Handle: RePEc:eee:joreco:v:26:y:2015:i:c:p:47-56
    DOI: 10.1016/j.jretconser.2015.05.004
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    References listed on IDEAS

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    Cited by:

    1. Thaichon, Park, 2017. "Consumer socialization process: The role of age in children's online shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 38-47.

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