The Contribution of Ethnography to the Study of Child Consumers

Abstract

Children's economic status invites researchers and practitioners to study their consumption behavior in order to propose targeted marketing actions. This paper describes the main principles of ethnography and points out the contribution of this methodology in marketing to children. It particularly underlines the importance of being immersed in the research field to overcome methodological difficulties related to children's cognitive development. This will lead to a better understanding of children's consumption behavior.