Work

Gender, age and brand in Children's Christmas request: A Content Analysis of Chilean Children's Letters to Santa

Year: 2009

Type: article

Abstract: This study examines children's consumption request in the context of a Latin American country. Concretely, this paper analyzes the amount and nature of gifts requested by Chilean children in their Christmas letters to Santa Claus in 2005. Results suggest, on the one hand, the presence of a small amount of gifts requested (as previous studies have stated), the gendered nature of them (in under-11 year-old kids) as well as a low presence of brands (as compared with figures reported by previous research). On the other hand, this study found a significant role played by age and gender in terms of type of gift and brand usage in the request.

Source: Hispana

Authors: Rodrigo Uribe Bravo, Carolina Martínez

Institution: University of Chile

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W1917086783

FWCI:

Cites: 32

Cited by: 1

Related to: 10