Children as vulnerable consumers: a first conceptualisation

Fiona Spotswood*, Agnes Nairn

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)peer-review

13 Citations (Scopus)
563 Downloads (Pure)

Abstract

Understandings of consumer vulnerability remain contentious and despite recent developments, models remain unsuitable when applied to children. Taxonomic models, and those favouring a ‘state’- or ‘class’-based approach have been replaced by those attempting to tackle both individual and structural antecedents. However, these are still overly individualistic and fail to progress from an artificial view that these dimensions work separately and independently. In contrast, the new sociology of childhood conceptualises childhood as a hybridised, fluid combination of structure and agency. This paper introduces this approach, new to the consumer vulnerability field, and proposes that it has considerable implications for the way that children’s consumer vulnerability is theorised and researched, and for the formulation of policy.

Original languageEnglish
Pages (from-to)211-229
Number of pages19
JournalJournal of Marketing Management
Volume32
Issue number3-4
Early online date17 Nov 2015
DOIs
Publication statusPublished - 12 Feb 2016

Structured keywords

  • MGMT Marketing and Consumption

Keywords

  • children
  • marketing
  • new sociology of childhood
  • policy
  • Vulnerable consumers

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