Purpose – Parents are seen to mediate media behavior of their children to protect them from negative and undesirable … effects of advertising. In doing so, they either restrict TV viewing by children or actively discuss ad content with children …. The nature of mediation strategy to be used depends upon the age of their children. The purpose of this study is to …

Purpose The number of children using and owning mobile devices has grown significantly in the last decade. By applying … a uses and gratifications approach, this paper aims to explore what customers of a tablet computer for children report … children's use and families' expectations of tablets within their reviews. The expressed gratifications mostly relate to the …

Purpose – A large number of food advertisements are broadcast during children ' s programs which influence their food …-related disorders in children. Therefore, the purpose of this paper is to explore the nature and extent of food advertising directed at … Indian children. Design/methodology/approach – Data were collected by recording programs and advertisements aired on five …

behavior among children aged seven to 12. Design/methodology/approach – The study involved a literature review investigating … the theoretical models underlying studies of brand attitude development among children and empirical studies of brand … attitude development, and an empirical study using a questionnaire administered to a sample of 221 Cypriot children. Findings …

Purpose – The purpose of this study is to comprehensively uncover antecedents of food shopping behaviour of children in … retail stores in India. Children form the pivot of food marketing. They accompany parents on food shopping trips and assist … help in cumulatively predicting food shopping behaviour of children in retail stores. Design/methodology/approach – Data …

of 22 seventh grade science students in using the Web. Children used the Yahooligans! search engine/directory to locate … one fully self‐generated task. Children’s information‐seeking behaviour was studied from the cognitive, affective, and … physical perspectives. Both quantitative and qualitative inquiry methods were employed to collect the data. Children …

predicated on children’s literature – and storytelling generally – bears witness. Winnie the Pooh, the Wizard of Oz, Alice in …

A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase …

Asserts that the consumer power of children is growing in importance, as they represent a primary market that purchases … investigate and understand children’s knowledge and awareness of environmental issues, and their selection and use of information … exploratory study confirms that levels of environmental understanding amongst children are high and provides a full break‐ down of …