Young Consumers, Media, Marketing Communications, and Consumer Well-Being

Young consumers’ media use, their exposure to marketing communications, and their consumer well-being have been studied extensively in previous research—either in isolation or in tandem. By mostly focusing on research that has been published in the last 5 years, this chapter aims to provide an overview of major findings in the field, using the latest insights to offer some directions for policy and future research. Recommendations for policymakers include reflecting on the World Health Organization recommendations for young children’s media use; developing clear guidelines for disclosing sponsored content and limiting brand presence in unsponsored content; consulting with schools on ways to decrease on-site brand exposure; and investing in interventions meant to enhance children’s and parents’ media and advertising literacy. Suggestions for future research pertain to providing policymakers with the research they need to make informed decisions and to conduct more research into the media use of and media and advertising effects among preschoolers; to study media use and media and advertising effects in multiple cultural contexts; to examine young consumers’ media consumption modes; to explore SES differences in media use and media and advertising effects; and to scrutinize the psychological processes that drive media and advertising effects.