Examines why children choose certain brands over others. Relates this to the fact that desirable brands appeal to our needs, so that successful brands address children’s needs. Shows how children seek a balance between learning new things (exploration) and relying on a socially and emotionally...

Purpose – Challenges “easy” solutions regarding obesity amongst kids and youth, such as banning of advertising. Pleads for “new thinking”, including use of Social Marketing in children’s preventative health practice, as well as for cooperation between politics, science and industry....