This article is dedicated to mental and ethical aspects that arise in the process of developing brands for a juvenile target group. A highly optimized way of discerning and satisfying the emotional demands of children and rational motives of their parents is proposed. To create a trademark...

This article is dedicated to mental and ethical aspects that arise in the process of developing brands for a juvenile target group. A highly optimized way of discerning and satisfying the emotional demands of children and rational motives of their parents is proposed. To create a trademark...

We introduce the concept of marketing avoidance--consumer efforts to conceal themselves and to deflect marketing. The setting is one in which sellers market some item through solicitations to potential consumers, who differ in their benefit from the item and suffer harm from receiving...