When Xmas Wishes are Brands: Wishing Behavior of Children

  • Martin K. J. Waiguny
  • Alexandra Pevny
  • Ralf Terlutter
Part of the European Advertising Academy book series (EAA)


“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.


Product Category Writing Style Brand Relationship Advertise Product Early Elementary School 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Martin K. J. Waiguny
    • 1
  • Alexandra Pevny
    • 2
  • Ralf Terlutter
    • 3
  1. 1.University of KlagenfurtAustria
  2. 2.University of KlagenfurtAustria
  3. 3.University of KlagenfurtAustria

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