Monday, August 09, 2010

On IQ lines

Book Mark
Understanding Children as Consumers
David Marshall
(http://www.sagepublications.com/)

Measuring consumer savvy

It is commonly believed that children wield significant influence in big-ticket purchase decisions. But studies seem to show that children may be under the illusion that they are more involved in decision-making than is actually the case, notes an essay included in Understanding Children as Consumers edited by David Marshall.

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