Reliance on Brands by Young Children

Cynthia Fraser Hite

The study presented here examines the preferences formation and brand choice processes of very young children, looking at their preferences for advertised name-brands over less-known brands.
  

Reliance on Brand by Young Children1

Cynthia Fraser Hite andRobert E. Hite Kansas State University

The bases upon which consumers form preferences and make brand choices are of considerable interest to consumer researchers. While much is known about preference formation and choice processes of adults, little is known about the development of those processes in children. At what age do children make consistent choices? When do children learn to rely upon brand names and packages as indicators of product information? How important are brand names and packaging, relative to functional (i.e. performance) characteristics, in...

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