On Becoming a Consumer

"Dr. McNeal's new book has taken his many years of research, teaching, and consulting and has provided a unique, comprehensive perspective on the consumer development process. This book is remarkably different from all other consumer behavior and child consumer books in that it examines the phenomenon of becoming, rather than simply being, a consumer. Its multidimensional focus examines the influence of several factors beyond just social influence on the development of cognitive, physical, social, and language skills. These developing skills are then shown to manifest in specific consumer behaviors, presenting a much needed, wider theoretical framework than has traditionally been used with child consumers. This is a must-read for anyone interested in better understanding the complex relationships between our children, our environment, and the marketplace." -- Sabrina M. Neeley, Assistant Professor of Marketing, Miami University, Oxford, OH "Dr. McNeal's discussion of how children 'become' consumers adds an important new dimension to this topic, and is useful for the student, the observer, the critic and the practitioner alike." -- Julie Halpin, Chief Executive Officer, Geppetto