Ayantunji Gbadamosi (Bsc (Hons), MSc, PhD, FHEA, FCIM) lectures at Royal Docks School of Business and Law of the University of East London, UK. He was formerly the Leader for Research and Knowledge Exchange in the school. He is listed in Who’s Who in the World.

'This book breathes new life into the pursuit of understanding the ever-changing dynamics of young consumers’ behaviour. The development of computerized technologies is rapidly changing the current marketing landscape; and with it, the youth market is also changing from one unknown to yet another unknown. Well done Dr. Gbadamosi for providing us the light amidst the obscurity of young consumer behaviour.' — Dr. Richard Shambare, Senior Lecturer in Business Management at the University of Venda, South Africa 'This book provides the knowledge and information to understand and influence youth market behaviours and buying patterns/decisions in the contemporary world' — Dr. Ayodele Oniku, Dept of Business Administration, University of Lagos, Nigeria'This is an excellent introductory book for students and researchers who examine young consumer behaviour. The book also aids the practices of professionals working within the discipline, as it investigates children’s consumer decision-making process and discusses ethical issues concerning children’s role in the marketplace and marketing research activities.' — Dr. Hsiao-Pei (Sophie) Yang, Course Director, Undergraduate Advertising & Marketing Course, School of Marketing & Management, Coventry Business School'Groundbreaking, this will be a great resource for teachers, research students and marketers' — Professor Sue Vaux Halliday, Director, Enterprise & Value Research Group​, Hertfordshire Business School, University of Hertfordshire 'An impressive attempt is made to examine consumer behaviour concepts from the perspective of young consumes. The book touches on important themes and brings clarity on how firms can apply these concepts in influencing young consumers. I recommend it to all.' — Bedman Narteh, PhD, Associate Professor of Marketing, University of Ghana Business School, Legon.'This handbook focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualized to young consumers including culture, sub-culture, family, and groups are incorporated into thebook.' — Lucia A. Reisch, Journal of Consumer Policy

• Table of contentsList of contributorsPrefaceAcknowledgementsPART I: Introduction and Theoretical BackgroundChapter 1: The changing landscape of young consumer behaviourPART II: Young Consumers as IndividualsChapter 2: Children’s consumer perceptionChapter 3: Learning and consumer socialisation in childrenChapter 4: Young consumers’ motivation and involvement: uses and gratifications perspectiveChapter 5: Exploring personality, identity and self-concept among young consumersChapter 6: Attitudes and persuasion in young consumer behaviourPART III: Young consumers and Marketing Strategies Chapter 7: Brand, branding, and brand culture among young consumersChapter 8: Pricing, income, and brand symbolism: exploring young consumers’ understanding of valueChapter 9: The young ones, shopping and marketing channels: what actually shapes their mind?Chapter 10: Marketing communications and the young consumer: evidence from a developing countryChapter 11: Digital marketing and the young consumerChapter 12: Services and relationship marketing: perspectives on young consumersChapter 13: Segmenting the children’s market Chapter 14: Amplifying the voices of young consumers in food advertising researchPART IV: Young Consumers in Social and Cultural ContextsChapter 15: Reference groups and opinion leadership in children’s consumption decisionsChapter 16: Youth subcultural theory: making space for a new perspectiveChapter 17: Young consumer misbehaviour: a perspective from developing countriesChapter 18: Faith, religion and young consumer behaviourChapter 19: Children's consumer behaviour in developing countries in the twenty-first centuryPART V: Social Marketing and Consumerism: Perspectives on Young ConsumersChapter 20: Social marketing and the protection of the young consumer Chapter 21: Consumerism and consumer protection: a focus on young consumersIndex

Ayantunji Gbadamosi (Bsc (Hons), MSc, PhD, FHEA, FCIM) lectures at Royal Docks School of Business and Law of the University of East London, UK. He was formerly the Leader for Research and Knowledge Exchange in the school. He is listed in Who’s Who in the World.

'This book breathes new life into the pursuit of understanding the ever-changing dynamics of young consumers’ behaviour. The development of computerized technologies is rapidly changing the current marketing landscape; and with it, the youth market is also changing from one unknown to yet another unknown. Well done Dr. Gbadamosi for providing us the light amidst the obscurity of young consumer behaviour.' — Dr. Richard Shambare, Senior Lecturer in Business Management at the University of Venda, South Africa 'This book provides the knowledge and information to understand and influence youth market behaviours and buying patterns/decisions in the contemporary world' — Dr. Ayodele Oniku, Dept of Business Administration, University of Lagos, Nigeria'This is an excellent introductory book for students and researchers who examine young consumer behaviour. The book also aids the practices of professionals working within the discipline, as it investigates children’s consumer decision-making process and discusses ethical issues concerning children’s role in the marketplace and marketing research activities.' — Dr. Hsiao-Pei (Sophie) Yang, Course Director, Undergraduate Advertising & Marketing Course, School of Marketing & Management, Coventry Business School'Groundbreaking, this will be a great resource for teachers, research students and marketers' — Professor Sue Vaux Halliday, Director, Enterprise & Value Research Group​, Hertfordshire Business School, University of Hertfordshire 'An impressive attempt is made to examine consumer behaviour concepts from the perspective of young consumes. The book touches on important themes and brings clarity on how firms can apply these concepts in influencing young consumers. I recommend it to all.' — Bedman Narteh, PhD, Associate Professor of Marketing, University of Ghana Business School, Legon.'This handbook focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualized to young consumers including culture, sub-culture, family, and groups are incorporated into thebook.' — Lucia A. Reisch, Journal of Consumer Policy

• Table of contentsList of contributorsPrefaceAcknowledgementsPART I: Introduction and Theoretical BackgroundChapter 1: The changing landscape of young consumer behaviourPART II: Young Consumers as IndividualsChapter 2: Children’s consumer perceptionChapter 3: Learning and consumer socialisation in childrenChapter 4: Young consumers’ motivation and involvement: uses and gratifications perspectiveChapter 5: Exploring personality, identity and self-concept among young consumersChapter 6: Attitudes and persuasion in young consumer behaviourPART III: Young consumers and Marketing Strategies Chapter 7: Brand, branding, and brand culture among young consumersChapter 8: Pricing, income, and brand symbolism: exploring young consumers’ understanding of valueChapter 9: The young ones, shopping and marketing channels: what actually shapes their mind?Chapter 10: Marketing communications and the young consumer: evidence from a developing countryChapter 11: Digital marketing and the young consumerChapter 12: Services and relationship marketing: perspectives on young consumersChapter 13: Segmenting the children’s market Chapter 14: Amplifying the voices of young consumers in food advertising researchPART IV: Young Consumers in Social and Cultural ContextsChapter 15: Reference groups and opinion leadership in children’s consumption decisionsChapter 16: Youth subcultural theory: making space for a new perspectiveChapter 17: Young consumer misbehaviour: a perspective from developing countriesChapter 18: Faith, religion and young consumer behaviourChapter 19: Children's consumer behaviour in developing countries in the twenty-first centuryPART V: Social Marketing and Consumerism: Perspectives on Young ConsumersChapter 20: Social marketing and the protection of the young consumer Chapter 21: Consumerism and consumer protection: a focus on young consumersIndex

Ayantunji Gbadamosi (Bsc (Hons), MSc, PhD, FHEA, FCIM) lectures at Royal Docks School of Business and Law of the University of East London, UK. He was formerly the Leader for Research and Knowledge Exchange in the school. He is listed in Who’s Who in the World.

'This book breathes new life into the pursuit of understanding the ever-changing dynamics of young consumers’ behaviour. The development of computerized technologies is rapidly changing the current marketing landscape; and with it, the youth market is also changing from one unknown to yet another unknown. Well done Dr. Gbadamosi for providing us the light amidst the obscurity of young consumer behaviour.' — Dr. Richard Shambare, Senior Lecturer in Business Management at the University of Venda, South Africa 'This book provides the knowledge and information to understand and influence youth market behaviours and buying patterns/decisions in the contemporary world' — Dr. Ayodele Oniku, Dept of Business Administration, University of Lagos, Nigeria'This is an excellent introductory book for students and researchers who examine young consumer behaviour. The book also aids the practices of professionals working within the discipline, as it investigates children’s consumer decision-making process and discusses ethical issues concerning children’s role in the marketplace and marketing research activities.' — Dr. Hsiao-Pei (Sophie) Yang, Course Director, Undergraduate Advertising & Marketing Course, School of Marketing & Management, Coventry Business School'Groundbreaking, this will be a great resource for teachers, research students and marketers' — Professor Sue Vaux Halliday, Director, Enterprise & Value Research Group​, Hertfordshire Business School, University of Hertfordshire 'An impressive attempt is made to examine consumer behaviour concepts from the perspective of young consumes. The book touches on important themes and brings clarity on how firms can apply these concepts in influencing young consumers. I recommend it to all.' — Bedman Narteh, PhD, Associate Professor of Marketing, University of Ghana Business School, Legon.'This handbook focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualized to young consumers including culture, sub-culture, family, and groups are incorporated into thebook.' — Lucia A. Reisch, Journal of Consumer Policy

• Table of contentsList of contributorsPrefaceAcknowledgementsPART I: Introduction and Theoretical BackgroundChapter 1: The changing landscape of young consumer behaviourPART II: Young Consumers as IndividualsChapter 2: Children’s consumer perceptionChapter 3: Learning and consumer socialisation in childrenChapter 4: Young consumers’ motivation and involvement: uses and gratifications perspectiveChapter 5: Exploring personality, identity and self-concept among young consumersChapter 6: Attitudes and persuasion in young consumer behaviourPART III: Young consumers and Marketing Strategies Chapter 7: Brand, branding, and brand culture among young consumersChapter 8: Pricing, income, and brand symbolism: exploring young consumers’ understanding of valueChapter 9: The young ones, shopping and marketing channels: what actually shapes their mind?Chapter 10: Marketing communications and the young consumer: evidence from a developing countryChapter 11: Digital marketing and the young consumerChapter 12: Services and relationship marketing: perspectives on young consumersChapter 13: Segmenting the children’s market Chapter 14: Amplifying the voices of young consumers in food advertising researchPART IV: Young Consumers in Social and Cultural ContextsChapter 15: Reference groups and opinion leadership in children’s consumption decisionsChapter 16: Youth subcultural theory: making space for a new perspectiveChapter 17: Young consumer misbehaviour: a perspective from developing countriesChapter 18: Faith, religion and young consumer behaviourChapter 19: Children's consumer behaviour in developing countries in the twenty-first centuryPART V: Social Marketing and Consumerism: Perspectives on Young ConsumersChapter 20: Social marketing and the protection of the young consumer Chapter 21: Consumerism and consumer protection: a focus on young consumersIndex