Young children as consumers: Their vulnerability to persuasion and its effect on their choices

The young children’s (eight-year-olds and younger) market for items and services they consume is estimated at $300 billion a year, and has been growing rapidly due to growing wealth in high population developing countries. As the child cohort grows in size, the criticisms and restrictions on marketers that target children have increased. Children have long been viewed as vulnerable to the sophisticated marketing of products like “junk” food, cigarettes or alcohol. Much of the psychological-based research has been conducted in the area of how children are vulnerable to persuasive messages and promotions. The findings tend to be similar across cultures. Although the bases and measures of children’s vulnerability have existed for over 40 years, little of this research has been able to link children’s vulnerability to their consumption. A review of these tests reveals causes for inconsistencies and their implications for further research and public policy remedies for children’s vulnerability.