Ironico, Simona - In: Young Consumers 13 (2012) 1, pp. 30-44
/methodology/approach – A total of 60 children were unobtrusively observed in ten Italian apparel stores. Findings – Children tend to subvert … the stores' possible uses and symbolizations by actively re‐appropriating the meanings of products, promotional stimuli … retailers to adjust the stores' environment to children's demands, recognising their role as active meaning creators …