Kids, parents and the retail shopping dynamic

Marsha Williams, Keisha Wright, Maria Caraballo and Andrea Strauss

This paper highlights kids’ influence on retail selection and then compares and contrasts their motivations behind these selections with those of parents.

Kids, parents and the retail shopping dynamic

Marsha E. Williams, Keisha Wright and Andrea StraussNickelodeon, United States

Maria CaraballoMTV Networks, United States

BACKGROUND AND RESEARCH OBJECTIVES

Nickelodeon, now 25 years old, is the number-one entertainment...

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