The following research question will be adressed in the monograph: How does the purchase decision process of a childrens‘ magazine look like within the parent-child construct and how do children perceive the marketing measures for and within the product? 

The planned method is to conduct qualitative in-depths interviews with children (between ages three and thirteen, according to the product target group) and their parents. The findings will help contribute to children advertising research and will offer valuable insights into young consumer socialisation.