Abstract
The young consumer has been recognized as a viable market sinee the mid 1960’s. Emphasis has been on understanding how youth perform in the consumer role and the socialization processes involved. (Anderson, 1978; Faber and Ward 1977; McNeal 1964, 1976, 1979; Moschis and Churchill 1979; Moschis and Moore 1979; Stampfl, Moschis, and Lawton 1978; Turner and Brandt 1978; Ward 1974; Ward, Wackman and Wartella 1975; Wells 1976). Concurrently, there has been a resurgence of consumer education.
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Anderson, C., McNeal, J.U. (2015). The Education of the Young Consumer: A Children’s Viewpoint. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_73
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DOI: https://doi.org/10.1007/978-3-319-16976-7_73
Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-16976-7
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