2010 Fiscal Year Final Research Report
Marketing to Children and Consumer Behavior in Japan, U.S. and China
| Project/Area Number |
20700567
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
General human life sciences
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| Research Institution | Kanto Gakuin University |
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Principal Investigator |
AMANO Emiko Kanto Gakuin University, 経済学部, 准教授 (20375215)
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| Project Period (FY) |
2008 – 2010
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| Keywords | 子ども / 消費者行動 / マーケティング / 少子化 / 日本 / 米国 / 中国 |
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| Research Abstract |
Marketing to children has become so pervasive that it has been causally linked to serious problems such as child obesity. Today, government as well as academic associations, media/food industry associations, and consumer advocacy groups have begun to discuss marketing to children in the context of corporate social responsibility(CSR). This study focuses on these marketing challenges in the United States, Japan, and China and explores both the perspective of marketing to children as well as the perspective of protecting children from the potentially adverse effects of marketing.
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Research Products
(6 results)
