Kindermarketing aus neurologischer sicht: Empfehlungen für ethisch korrekte gestaltungen des marketing-mix

Children are subject to fundamental developmental processes concerning perception, information processing and product understanding. Since children are targeted by the consumer goods industry with different marketing techniques, the critical question arises, whether these techniques support children's decision making or foster erroneous purchases with crucial later health consequences. In this article we review interdisciplinary findings on children's development and yield implications for the marketing mix. We use Piaget's psychological framework, enriched with recent neuroeconomic findings for analyzing consequences of marketing campaigns and techniques that are frequently used. Furthermore we derive several conclusions for ethical marketing techniques to children and rise empirical questions that issue critical marketing techniques more precisely. ©Wirtschaftsuniversität Wien, Austria 2010.