The theory and empirical research have revealed that the consumer behavior is influenced not only by the consumer personalities and motivations [52], but also by the influences coming from the external environment of each person, regardless of its age. In the case of children’spurchasing...

“Kids today are customers, buyers, spenders, shoppers, consumers’’ [1]mainly because there isn't any field or market that didn't had direct or indirect contact with children. The role of children in the family and in society has changed. Nowadays they are more involved in the consumer...