This paper examines the consumer socialization of Japanese and American children from a socio-cultural and economic perspective. It presents the cultural differences between the two countries, and how these differences influence the marketing strategies in each country. Taking into consideration the television viewing habits and routine advertising strategies in Japan and USA, the paper offers the implications for Global Marketing Managers. Finally, the need for future research is addressed.
Gaumer, Carol and Shah, Amit J.
"Television Advertising and Child Consumer: Different Strategies for U.S. and Japanese Marketers,"
The Coastal Business Journal: Vol. 3:
1, Article 3.
Available at: https://digitalcommons.coastal.edu/cbj/vol3/iss1/3
Advertising and Promotion Management Commons, Curriculum and Instruction Commons, E-Commerce Commons, Economics Commons, Higher Education Commons, Hospitality Administration and Management Commons, Marketing Commons, Real Estate Commons, Recreation Business Commons, Tourism and Travel Commons