Kindermarketing aus neurologischer Sicht: Empfehlungen für ethisch korrekte Gestaltungen des Marketing-Mix

Children are subject to fundamental developmental processes concerning perception, information processing and product understanding. Since children are targeted by the consumer goods industry with different marketing techniques, the critical question arises, whether these techniques support children’s decision making or foster erroneous purchases with crucial later health consequences. In this article we review interdisciplinary findings on children’s development and yield implications for the marketing mix. We use Piaget’s psychological framework, enriched with recent neuroeconomic findings for analyzing consequences of marketing campaigns and techniques that are frequently used. Furthermore we derive several conclusions for ethical marketing techniques to children and rise empirical questions that issue critical marketing techniques more precisely.     

Wage bargaining and employment revisited: separability and efficiency in collective bargaining*

We analyse the two-dimensional Nash bargaining solution (NBS) by deploying the standard labour market negotiations model of McDonald and Solow. We show that the two-dimensional bargaining problem can be decomposed into two one-dimensional problems, such that the two solutions together replicate the solution of the two-dimensional problem if the NBS is applied. The axiom of “independence of irrelevant alternatives” is shown to be crucial for this type of decomposability. This result has significant implications for actual negotiations because it allows for the decomposition of a multi-dimensional bargaining problem into one-dimensional problems – and thus helps to facilitate real-world negotiations.