Abstract
“It’s Christmas time!” and every year millions of children eagerly await Christmas Eve. Beyond the spiritual aspect of the holiday, children are especially looking forward to getting their presents. Gift-giving is one of the most important rituals associated with this holiday all over the developed, Christian world (Schori, 2008; Storey, 2008; Waldfogel, 2009). Parents, on the other hand, are engaged in selecting the right presents for their kids and therefore are very sensitive to children’s consumption habits during the run-up to Christmas because gift-giving is very important for both parents and children (Schori, 2008). As parents use the children’s letters to Santa or, in the southern-German world, to theChristkind (Baby Jesus) to get ideas for Christmas shopping (Clarke and McAuley, 2010), knowing more about children’s wishing behavior is an important subject for marketing and advertising.
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Waiguny, M., Pevny, A., Terlutter, R. (2012). When Xmas Wishes are Brands: Wishing Behavior of Children. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_23
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