On Becoming a Consumer by James U. McNeal
Development of Consumer Behavior Patterns in Childhood

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The book demonstrates how consumer development is intertwined with cognitive and motor development; each of the three dependent on the other two. Showing consumer behavior being responsible for body and mind development is new thinking; yet, the examples are clearly presented so that any interested person can grasp them. Presenting consumer behavior in stages of development, while logical, is essentially new also. We are familiar with cognitive development, for example, being described in stages, but not CB. In fact, stages of cognitive development are sometimes used as a framework for explaining consumer behavior but not its development as such. In this sense then, the book might be considered cutting edge as compared to one that offers a slightly different approach to the existing thought on consumer behavior.

About James U. McNeal

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Dr Kara Chan is associate professor at the Department of Communication Studies, Hong Kong Baptist University. Prof. James U. McNeal is Visiting Professor at Guanghua School of Management, Peking University, China where he teaches a course in children consumer behavior. He is author of over 50 articles on the subject, and three books: "Children as Consumers: Insights and Implications"; "Kids as Customers: A Handbook of Marketing to Children"; and "The Kids Market: Myths and Realities,
Published February 19, 2007 by Routledge. 429 pages
Genres: Business & Economics. Non-fiction

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