Zusammenfassung
Kinder stellen eine wirtschaftlich interessante Zielgruppe da, die massiv durch Werbung angesprochen wird und durch Verbraucherbildung und Altersbeschränkungen nur partiell geschützt werden kann. Die aktuelle Studienlage spricht dafür, dass manche Voraussetzungen für eine kompetente Teilhabe am Marktgeschehen (z. B. Aufmerksamkeits- und Selbstkontrolle) in ihrer Entwicklung zwar beeinflusst und gefördert werden können, aber vor allem von der neuronalen Reifung abhängen. Anhand aktueller Studienergebnisse aus der Verbraucherforschung wird gezeigt, wie sich das Verhalten und die Selbstkontrolle von Kindern im Kaufprozess unter Verwendung einer computerbasierten Supermarktsimulation untersuchen lässt und wie die Förderung und der Schutz von Kindern als verletzliche Verbraucher zukünftig erfolgen könnte.
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Drake, P. (2023). Kinder als verletzliche Verbraucher: Zur Bedeutung der Selbstkontrolle im Kaufprozess. In: Mau, G., Schuhen, M., Froitzheim, M. (eds) Verbraucherforschung zwischen Empowerment und Verletzlichkeit. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-41247-0_10
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