Content: Introduction and theoretical background --
The changing landscape of young consumer behaviour --
Young consumers as individuals --
Children's consumer perception --
Learning and consumer socialization in children --
Young consumers' motivation and involvement : uses and gratifications perspective --
Exploring personality, identity and self-concept among young consumers --
Attitudes and persuasion in young consumer behaviour --
Young consumers and marketing strategies --
Brand, branding, and brand culture among young consumers --
Pricing, income, and brand symbolism : exploring young consumersΒΏ understanding of value --
The young ones, shopping and marketing channels : what actually shapes their mind? --
Marketing communications and the young consumer : evidence from a developing country --
Digital marketing and the young consumer --
Services and relationship marketing : perspectives on young consumers --
Segmenting the children's market --
Amplifying the voices of young consumers in food advertising research --
Young consumers in social and cultural contexts --
Reference groups and opinion leadership in children's consumption decisions --
Youth subcultural theory : making space for a new perspective --
Young consumer misbehaviour --
Faith, religion and the young consumer --
Children consumer behaviour in developing countries in the 21st century --
Social marketing and consumerism : perspectives on young consumers --
Social marketing and the protection of the young consumer --
Consumerism and consumer protection : a focus on young consumers --
Index.