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Children as vulnerable consumers: a first conceptualisation

Research output: Contribution to journalArticle

Original languageEnglish
Pages (from-to)211-229
Number of pages19
JournalJournal of Marketing Management
Issue number3-4
Early online date17 Nov 2015
DateAccepted/In press - 25 Jun 2015
DateE-pub ahead of print - 17 Nov 2015
DatePublished (current) - 12 Feb 2016


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 Taxonomic models, and those favouring a ‘state’- or ‘class’-based approach have been replaced by those attempting to tackle both individual and structural antecedents.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.

    Research areas

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

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    Rights statement: This is the author accepted manuscript (AAM). The final published version (version of record) is available online via Taylor & Francis at . Please refer to any applicable terms of use of the publisher.

    Accepted author manuscript, 658 KB, PDF-document


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