Abstract:Media, being an important socialization agent plays a vital role in child development. Studies on the effects of mass media on a child behavior discuss the extent to which children are influenced by advertisements and are measured by the amount of child purchase requests. The dynamic promotional media in Asian countries have resulted in increased materialism among children. Marketers are targeting children at a very early age thus advertisement has turned to be a chief determinant of materialism and child purc… Show more
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