The Development of Consumer Knowledge in Children: A Cognitive Structure Approach

Abstract

This article examines developmental changes in memory structures to understand the development of consumer knowledge in children. Specifically, it investigates changes in memory structures that occur as children of different ages acquire information about common purchase events. The evidence indicates that increases in the amount of available information result in more well-developed structures for older but not younger children. These findings suggest that older children use more sophisticated processing skills and strategies than younger children as they acquire additional information and accumulate more experience in the marketplace.

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