Date of Award

Spring 5-1-2025

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

Henry Andersen

Abstract

For my Whittier Scholars Program senior project, I am exploring the psychological dynamics behind toy purchasing decisions. Specifically, what compels parents to buy certain toys and what drives children’s desires for specific products. As toy marketing continues to evolve, a growing emphasis on eco-friendly and non-toxic toys has emerged, appealing to both parents’ environmental concerns and children’s interest in aesthetics and play value. This shift has been heavily influenced by social media, where platforms like TikTok, Instagram, and Facebook play a key role in shaping consumer preferences. Through constant exposure to advertisements, parents and children alike are becoming more aware of the benefits of sustainable toys, from their environmental impact to their role in child development.

As a marketing major, this study provides hands-on experience that connects directly to my future career. I want to understand what factors influence the final purchasing decision. Is it the colors and design of the ad campaigns? The persuasive language used? The affordability of the product? All these elements play a crucial role in consumer behavior, and I find it fascinating how marketing strategies can subtly guide purchasing choices.

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