Consumer attitudes and behaviours: marketing to the inner child

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing.

Consumer attitudes and behaviours: marketing to the inner child

Jonathan FletcherIlluminas Business Strategy, Division United Kingdom

Julian KenwayIlluminas Child and Youth, Division United Kingdom

INTRODUCTION

When we grow up we do not 'put away childish things': many of them stay with us, remaining important throughout our adult lives. This paper explores the juvenile elements in adult motivation, thinking and behaviour and outlines the implications these have for consumer insight and marketing. We start the paper with a history of the idea of the eternal child in the life sciences and social sciences. This is illustrated with examples of...

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