Gardner, Meryl P.; Michnick Golinkoff, Roberta; … - In: Young Consumers 13 (2012) 4, pp. 381-391
Purpose – The purpose of this paper is to gain insight into how both characteristics of toys and marketer‐provided cues influence parents' perceptions of advertised toys and their ideas of what life skills are important for their children's future well‐being and success....