UC Irvine

Our special issue on young consumers introduces readers to a research area that has been part of the consumer behavior field for over 50 years. We provide an overview of topics and findings from past to present that have appeared in marketing and consumer journals. We also identify current research issues and gaps and invite readers to contribute to the field. Throughout our discussion, we introduce the 10 articles in this special issue, whose topics include neuroscience insights into youth risk behaviors, the effects of social media on youth, social activism among young people, strategies for encouraging them to eat healthier food, parenting strategies and youth smoking, how gambling advertising affects youth, their need for marketplace literacy, and the importance of studying the lived experiences of youth in poverty. These articles include empirical findings and identify opportunities for future research that can positively impact the lives of children and adolescents.