by Miguel González-Durán Muñoz · Sintesis · tapa blanda · ISBN 9788499589466
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«El rey de la casa» is the essay on children's consumption by Miguel González-Durán Muñoz, published by Síntesis in paperback (204 pages, in Spanish).
It analyses how children are a key figure in family spending and direct many household purchases. Through concepts such as the guest brand or the tantrum effect, it examines the influence of advertising on children's consumption.
First edition published on 11 January 2013; the subtitle of the work is «Why children decide our purchases».
A reference work for parents, educators and marketing and advertising professionals interested in children's consumer behaviour.
