How Could Children Become Bad Consumers - Materialistic Values and Ethics -
How Could Children Become Bad Consumers - Materialistic Values and Ethics -

Summary/Abstract: The paper addresses a theoretical approach of negative consumer behaviour in relation to misleading marketing practices and materialistic values. As a vulnerable market segment, children may pay a heavy price, being treated unfairly by companies. As a response, as consumers, kids adversely affect companies becoming wrong customers. They will develop a craving for wealth and material possessions and will cultivate a great materialistic orientation that leads to conspicuous consumption, compulsive buying or even shoplifting.

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