The role of price in the socialisation of children as consumers

Abstract

This article looks at the role of price in the socialisation of young consumers. It provides an overview of current knowledge on the capacities and processes associated with price and which are necessary for children to participate in commercial exchanges. The way in which prices are processed is approached from several perspectives: the knowledge and skills of children and how they use them as consumers, both current and future, buyers and prescribers. The article also considers the joint role played by price and other marketing mix variables in the commercial experiences of children. This overview leads to 10 research propositions.