Children and consumption; identifying preschool children's consumption behavior with individual, environmental (family) and television viewing (advertisements) determinants

This thesis aims to explore the possible effects of determinants on consumption behavior of preschool children?s. It consists of eleven chapters. After the introduction a literature review about consumption, consumer and consumer behavior are given. Nature of consumer - as an individual; nature of consumer ? as in her or his environment; family and household influences; consumption role of children?s in a family group; defining television viewing; defining television advertising; children and television advertising; the evaluation of the research; conclusions and recommendations are the other chapters.Thesis is also divided into three main parts. The first part that is named `nature of consumption? identifies the consumer role and variables effecting consumption process with individual and environmental determinants. Family/household influences and consumption role of children?s in a family group are also included at this part.The second part is about television viewing and advertising variables affecting children?s (preschoolers?) consumption processes.The third part of the thesis is the evaluation of the research which includes a questionnaire implemented to families of 102 preschool children. All the work aims to analyze the effects of all determinants on children and to be useful for parents and educators to minimize negative effects of whole consumption process.