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CHOICE Review

The author provides a balanced, multidisciplinary approach to the discussion of the child as a consumer, examining the issues and concepts involved. The book is divided into three parts, each of which includes an organized review of existing research, a discussion of findings, as well as questions and implications for further research. Part 1, Confirming Children as a Market, highlights the consumer socialization of children. It covers how children become consumers and the environmental and other inputs to this socialization. Part 2, Children's Interaction with Marketing, covers children's store visits, advertising to children, products they buy, and packaging and premiums. Part 3, Issues About the Consumer Behavior of Children, focuses on problems, educating the child in the consumer role, and the ethical issues involved in viewing children as consumers. Throughout the book, McNeal observes the viewpoints of marketers, parents, consumer advocates, public policymakers, and children. The bibliography is exhaustive on the topic of consumer behavior of children, more selective on consumer education and money management. Should be of interest to manufacturers, retailers, media decision-makers, academicians, and marketing students, plus a wide range of business students, academicians, and professionals. Community college through graduate-level collections.-R.R. Attison, College of Staten Island, CUNY