Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicità nel segmento dei tweenagers

This article – after having identified the theoretical references – presents the results of an empirical quantitative research aimed at investigating – within the tweenagers (10-14 years old) –, the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination.