Suggested reading May 2016: a digest of new marketing literature


‘Emotion regulation and young children’s consumer behaviour

Young Consumers, Volume 17, Issue 2, June 2016

Researchers explore how children’s growing ability to effectively regulate their emotions influences their consumer behaviour. The authors use direct observations of children and a survey of parents about their child’s emotional development to give predictions of consumer behaviour. They explore why children who have difficulty suppressing joy or happiness are more likely to ask their parents for consumer goods and are more likely to argue with parents about these purchases.

‘Consumer perceptions of online review deceptions’

Journal of Consumer Marketing, Volume 33, Issue 4, June 2016

This Chinese study has relevance across markets as it looks to investigate consumer perceptions of deceptive uses of online reviews and how these views influence their subsequent purchase behaviour, as well as exploring consumer awareness of fake online reviews, and their suspicion, detection and evaluation of different manipulation tactics.

‘True lies and true implicit: how priming reveals the hidden truth’

International Journal of Market Research, Volume 58, No. 2, 2016

The authors examine the difficulties of garnering truthful responses from market research respondents. The article aims to explain how marketers need to get into a consumer’s ‘implicit mind’ to get the truth about their brands because “the truth lies submerged” and “direct questioning cannot elicit this truth, because we cannot express attitudes that we don’t know we possess”. The paper outlines a method to get these responses and includes a case study from eBay.

Latest from Marketing Week


Gain access to your critical toolkit of news, trends, intelligence, jobs and more with Marketing Week.

Register with us and receive the best curation of content, helping you achieve marketing excellence.

We’ll ask you a few questions when signing up about what you do and where you work, so we can make Marketing Week most relevant to you.

Register now


Marketing Week delivers up-to-the-minute news across all marketing disciplines including advertising, digital, research and much more.


Inspiring, stimulating and intuitive marketing from our 100 Disruptive Brands; key players in shaking up the market and winning in the new digital economy.


Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here