nach oben

Erschienen in:

2012 | OriginalPaper | Buchkapitel

When Xmas Wishes are Brands: Wishing Behavior of Children

verfasst von : Martin K. J. Waiguny, Alexandra Pevny, Ralf Terlutter

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

“It’s Christmas time!” and every year millions of children eagerly await Christmas Eve. Beyond the spiritual aspect of the holiday, children are especially looking forward to getting their presents. Gift-giving is one of the most important rituals associated with this holiday all over the developed, Christian world (Schori, 2008; Storey, 2008; Waldfogel, 2009). Parents, on the other hand, are engaged in selecting the right presents for their kids and therefore are very sensitive to children’s consumption habits during the run-up to Christmas because gift-giving is very important for both parents and children (Schori, 2008). As parents use the children’s letters to Santa or, in the southern-German world, to theChristkind (Baby Jesus) to get ideas for Christmas shopping (Clarke and McAuley, 2010), knowing more about children’s wishing behavior is an important subject for marketing and advertising.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads – A Multi-country Comparison

Nächstes Kapitel Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory

Breiman, L.; Friedman, J.; Olshen, R. and C. Stone (1984), Classification and Regression Trees. Monterey, Calif.: Wadsworth.

Buijzen, M. and P. M. Valkenburg (2000), “The Impact of Television Advertising on Children’s Christmas Wishes,” in: Journal of Broadcasting & Electronic Media, 44(3), 456–471.CrossRef

Caron, A. and S. Ward (1975), “Gift Decisions by Kids and Parents,” in: Journal of Advertising Research, 15(4), 15–20.

Cherney, I. and K. London (2006), “Gender-linked Differences in the Toys, Television Shows, Computer Games, and Outdoor Activities of 5- to 13-year-old Children,” in: Sex Roles, 54(9), 717–726.CrossRef

Clarke, P. (2007), “A Measure for Christmas Spirit,” in: Journal of Consumer Marketing, 24(1), 8–17.CrossRef

Clarke, P. and A. McAuley (2010), “Parental Evaluation of Popular Brand Names Given as Christmas Gifts and Sources of Information Used in These Decisions,” in: Journal of Consumer Marketing, 27(6), 534–542.CrossRef

Cooil, B.; Aksoy, L. and T. L. Keiningham (2008), “Approaches to Customer Segmentation,” in: Journal of Relationship Marketing, 6(3/4), 9–39.CrossRef

Downs, A. C. (1983), “Letters to Santa Claus: Elementary School-age Children’s Sex-typed Toy Preferences in a Natural Setting,” in: Sex Roles, 9(2), 159–163.CrossRef

Halkoaho, J. and P. Laaksonen (2009), “Understanding What Christmas Gifts Mean to Children,” in: Young Consumers, 10(3), 248–255.CrossRef

Haughton, D. and S. Oulabi (1993), “Direct Marketing Modeling with CART and CHAID,” in: Journal of Direct Marketing, 7(3), 16–26.CrossRef

Jennings, N. (2009), “From Sugar-Plums to Bratz Dolls and Cell Phones: Children’s Christmas Wishes and Advertising,” in: Conference Papers – National Communication Association, 1.

Mehrotra, A. and R. Agarwal (2009), “Classifying Customers on the Basis of Their Attitudes Towards Telemarketing,” in: Journal of Targeting, Measurement and Analysis for Marketing, 17(3), 171–193.CrossRef

Nairn, A. (2010), “Children and Brands,” in: D. Marshall (ed.), Understanding Chidren as Consumers, Los Angeles: SAGE, 96–114.CrossRef

O’Cass, A. and P. Clarke (2002), “Dear Santa, Do You Have My Brand? A Study of the Brand Requests, Awareness and Request Styles at Christmas Time, in: Journal of Consumer Behaviour, 2(1), 37–53.CrossRef

Otnes, C.; Kyungseung, K. and K. Y. Chan (1994), “Yes, Virginia, There is a Gender Difference: Analyzing Children’s Requests to Santa Claus,” in: Journal of Popular Culture, 28(1), 17–29.CrossRef

Otnes, C.; Chan, Y. K. and K. Kyungseung (1994), “All I Want for Christmas: An Analysis of Children’s Brand Requests to Santa Claus,” in: Journal of Popular Culture, 27(4), 183–194.CrossRef

Piaget, J. (1982), “The Child’s Conception of the World,” in: London: Granada Publ.

Pine, K. J. and A. Nash (2002), “Dear Santa: The Effects of Television Advertising on Young Children,” in: International Journal of Behavioral Development, 26(6), 529–539.CrossRef

Pine, K. J.; Wilson, P. and A. S. Nash (2007), “The Relationship Between Television Advertising, Children’s Viewing and Their Requests to Father Christmas,” in: Journal of Developmental and Behavioral Pediatrics, 28(6), 456–461.CrossRef

Richardson, J. G. and C. H. Simpson (1982), “Children, Gender, and Social Structure: An Analysis of the Contents of Letters to Santa Claus,” in: Child Development, 53(2), 429–436.CrossRef

Robertson, T. S. and J. R. Rossiter (1977), “Children’s Responsiveness to Commercials,” in: Journal of Communication, 27(1), 101–106.CrossRef

Roedder John, D. (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty Five Years of Research,” in: Journal of Consumer Research, 26(3), 183–213.CrossRef

Roedder John, D. (2008), “Stages of Consumer Socialization: The Development of Consumer Knowledge, Skills, and Values from Childhood to Adolescence,” in: C. P. Haugtvedt; P. M. Herr & F. Kardes (eds.), Handbook of Consumer Psychology, New York: Lawrence Erlbaum, 221–246.

Roedder John, D. and J. M. Sujan (1990), “Age Differences in Product Categorization,” in: Journal of Consumer Research, 16(4), 452–460.CrossRef

Schori, K. (2008), „Weihnachtsgaben – Aussagen von Kindern und Eltern zur Rolle der Geschenke an Weihnachten,” in: M. Baumann and R. Hauri (eds.), Weihnachten – Familienritual zwischen Tradition undKreativiat, Stuttgart: Kohlhammer, 95–116.

Storey, J. (2008), “The Invention of the Englisch Christmas,” in: S. Whiteley (ed.), Christmas, Idelogy and Popular, Edinburgh: Edinburgh University Press, 17–31.CrossRef

Valkenburg, P. M. and M. Buijzen (2005), “Identifying Determinants of Young Children’s Brand Awareness: Television, Parents, and Peers,” in: Journal of Applied Developmental Psychology, 26(4), 456–468.CrossRef

Valkenburg, P. M. and J. Cantor (2001), “The Development of a Child into a Consumer,” in: Journal of Applied Developmental Psychology, 22(1), 61–72.CrossRef

Waldfogel, J. (2009), “Scroogenomics: Why You Shouldn’t Buy Presents For The Holidays,” in: Princeton, NJ: Princeton University Press.

Titel: When Xmas Wishes are Brands: Wishing Behavior of Children
verfasst von: Martin K. J. Waiguny
Alexandra Pevny
Ralf Terlutter
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_23