Children as vulnerable consumers: A first conceptualisation
Spotswood, F. and Nairn, A. (2016) Children as vulnerable consumers: A first conceptualisation. Journal of Marketing Management, 32 (3-4). pp. 211-229. ISSN 0267-257X Available from: http://eprints.uwe.ac.uk/26299
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Publisher's URL: http://dx.doi.org/10.1080/0267257X.2015.1107616
Understandings of consumer vulnerability remain contentious and despite recent developments, models remain unsuitable when applied to children. Taxonomic models, and those favouring a ‘state’ or ‘class’ based approach have been replaced by those attempting to tackle both individual and structural antecedents. However, these are still overly individualistic and fail to progress from an artificial view that these dimensions work separately and independently. In contrast the new sociology of childhood conceptualises childhood as a hybridized, fluid combination of structure and agency. This paper introduces this approach, new to the consumer vulnerability field, and proposes that it has considerable implications for the way that children’s consumer vulnerability is theorised and researched, and for the formulation of policy.
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