Consumer attitudes and behaviours: marketing to the inner child

Jonathan Fletcher and Julian Kenway

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...

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