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PART VI
CASE SOLUTIONS
CASE 6-1 ABERCROMBIE SELLS ASHLEY PUSH-UP TRIANGLE
BIKINI TOPS TO TWEENS
1. Marketing to tweens brings some ethical concerns to the forefront. Chapter 6 discusses
Piaget’s stages of cognitive development.
a. Which of Piaget’s stages covers tweens?
Children from 8 to 11 years of age are in Stage 3, or the period of concrete operations.
b. How well are tweens able to comprehend abstract concepts, such as objectification of
women?
During the period of concrete operations, children develop the ability to apply logical
2. Examine the actions of Abercrombie from the perspective of the CARU guidelines presented
in Chapter 20. Which guidelines most relate to concerns over their targeting of young girls
with products more appropriate for adults?
Two aspects of CARU are particularly relevant. The first is related to comprehension issues
as also discussed in Question 1. The first CARU guideline states, in part:
3. Chapter 3 discusses several key American Values. Which of these values are being triggered
by critics of Abercrombie & Fitch who react negatively to products such as padded bikini
tops for tweens? Why?
Youth/age value, combined with sensual gratification is likely the major value combination
4. Chapter 6 discusses the consumer socialization process. Some people feel consumer
socialization is a responsibility of the parents, while others feel that marketers help socialize
children as consumers by targeting them. What can parents of tweens do to ensure that their
children are socialized as consumers in a positive way when they are faced with marketplace
options that include risqué clothing for children?
This is a topic that can lead to intense discussion, as some students are likely to have strong
views. Some students will argue that the parents should be solely responsible for socializing
5. Chapter 6 discusses family decision-making and family purchase roles. What roles do tweens
play in family decision making? How do roles of tweens differ in different purchasing
contexts?
The roles discussed in Chapter 6 include initiator, information gatherer, influencer, decision
6. Using the information in this case and the description of tweens in the text, imagine you are
marketing sparkly lip gloss. What ethical issues should be considered when developing
persuasive messages targeted at this audience?
CARU guidelines discussed in Chapter 20 can be used here. CARU encourages advertisers
CASE 6-2 CHILDREN’S ONLINE PRIVACY PROTECTION
1) Visit at least three Web sites designed to appeal to children under 13 (e.g., Nick.com,
Disney.com and so on) and complete the COPPA Evaluation Grid.
Table A The Rules Under COPPA - Evaluation Grid
COPPA Provision
Company A
Company B
Company C
2) Prepare a report including the COPPA Evaluation Grid and discuss how well these
companies appear to be adhering to The Rules under COPPA. Are there areas in which you
see room for improvement? Explain.
Students should be encouraged to justify their recommendations based on the specific criteria
NOTE: We are not advocating that students pose as children to gain access to this
compliance.
3) Do you feel COPPA is adequate? Detail any areas where COPPA could be strengthened in
order to better protect children’s online privacy.
