Marketing to Children and Consumer Behavior in Japan, U.S. and China

面向儿童的营销已经变得如此普遍，以至于它与儿童肥胖症等严重问题有着因果关系。今天，政府以及学术协会、媒体/食品行业协会和消费者权益倡导团体已经开始在企业社会责任(CSR)的背景下讨论针对儿童的营销。本研究聚焦于美国、日本和中国的这些营销挑战，并从儿童营销的角度以及保护儿童免受营销的潜在不利影响的角度进行了探索。

Marketing to children has become so pervasive that it has been causally linked to serious problems such as child obesity. Today, government as well as academic associations, media/food industry associations, and consumer advocacy groups have begun to discuss marketing to children in the context of corporate social responsibility(CSR). This study focuses on these marketing challenges in the United States, Japan, and China and explores both the perspective of marketing to children as well as the perspective of protecting children from the potentially adverse effects of marketing.