A Cross‐cultural Study of Children's Consumer Socialization in Hong Kong, New Zealand, Taiwan, and the United States

Emerald - Tập 5 Số 3 - Trang 56-69 - 1993
James U. McNeal1, Vish R. Viswanathan2, Chyon‐Hwa Yeh3
1Texas A&M University;
2University of Northern Colorado
3Procter & Gamble

Tóm tắt

A new research program has been established that determines the nature and extent of consumer socialization of children throughout the industrialized world. The first three nations' children to be studied were those in Hong Kong, New Zealand, and Taiwan. This paper describes this program, the results of the three consumer socialization studies, and provides cross‐comparisons among the three nations and the United States.

Tài liệu tham khảo

10.1016/0148-2963(84)90035-3 Marketing to Children and Young Consumers McNeal James U, Children as Consumers: Insights and Implications Children as Customers: A Handbook ofMarketing to Children Chyon-Hvva Yeh, EIBA 16th Annual Conference, Madrid. Madrid: Universidad Autonoma de Madrid. Misra Pranesh, 1990, Journal of the Market Research Society., 32, 217 Ward Scott, 1986. Commercial Television and European Children
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Thông tin xuất bản

Emerald

Tập 5 Số 3

56-69

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