Playing by the book. Identifying determinants of children’s play behaviour and subsequent toy preferences

There is only a limited amount of research that looks at interdisciplinary insights across the domains of consumer behaviour and child development. With four studies, this paper attempts to fill this gap and distinguishes between two types of play behaviour, replicating and originating (study 1) that relate to the concept of constrained creative experiences, identifies situations in which these play types occur (study 2), goes into the determinants for the preference for both play types (study 3) and shows that both play types can lead to children’s consumer preferences (study 4)