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Bouleverser les codes dans les catalogues de jouets : réactions des enfants et légitimité de la démarche

Abstract : This article raises the issue of the legitimacy of Système U’s initiative for children, which has consisted, since 2012, in inserting in its toy catalog images that revolutionize gender norms. The main results of our empirical study outline that these images are rarely noticed by children flipping through the support, but strongly rejected by younger children between 5-7 years, coinciding with the rigidity peak of gender constancy attainment. Alternative recommendations to modify this approach are then discussed, aiming at limiting gender stereotypes with toy catalogs while taking into account child development.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02014194
Contributor : Sabrina Mommolin <>
Submitted on : Monday, February 11, 2019 - 2:39:58 PM
Last modification on : Thursday, October 10, 2019 - 7:28:07 AM

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  • HAL Id : hal-02014194, version 1

Citation

Pascale Ezan, Isabelle Ulrich. Bouleverser les codes dans les catalogues de jouets : réactions des enfants et légitimité de la démarche. Décisions Marketing, Association Française du Marketing, 2016, 20 p. ⟨hal-02014194⟩

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