Child Consumer Psychology: Evaluating the Impact of Advertising and Marketing

Abstract

The research investigates how advertising together with marketing methods shape child consumer behavior alongside their brand preference development along with parental intervention. The expansion of digital media has exposed children to numerous methods of persuasive marketing so they develop into easy targets for marketers. The authors designed this study as descriptive and analytical using quantitative methods to gather data through structured questionnaires from 200 children between ages 7–15 in Coimbatore district. The study evaluates advertising exposure and daily screen time alongside purchasing behavior and brand preference through descriptive statistics methods along with correlation and regression analysis. Research outcomes show that heavy advertisement contact leads directly to greater consumer behavior as well as brand allegiance yet parental involvement acts as an intermediary effect. The research identifies troubling ethical issues about advertising manipulations toward children while proposing media literacy education for children alongside parental intervention methods along with business regulations for responsible advertising. The gained insights help create market rules for children which focus on supporting both business interests and child welfare needs.