Youth advertising is an important determinant of consumer behaviour. It can influence an individuals product preferences and purchases. Studying the consumer behaviour of youth may be seen as a negative thing. It could impact and contribute to changing a child's set of values and morals, whilst in the midst of shaping their character. Young consumers are more susceptible to marketing as part of the brain, the prefrontal cortex is not fully mature until early adulthood. This may lead to an individual making uninformed decisions and acting impulsively. The vulnerability of young consumers can be taken advantage of as they are more influenced by advertising messages than adults. Marketers believe that the brands consumers build relationships with when they are young will carry over and be maintained when they get older. This would increase the chances of those individuals staying brand loyal. Cognitive studies use Piaget's Theory to analyse age-based differences in a child's ability to process, understand and comprehend television content. There are three stages consisting of preoperational for ages 2 to 7, concrete operational for ages 7 to 11 and formal operational for ages above 12. In the preoperational stage, a child focusses on a products appearance, while initiating animistic thinking. In the concrete operational stage, a child now has the ability to understand the world more realistically and the intention of advertisers to sell products. In the formal operational stage, a child has the ability to distinguish motives of the advertiser. Factors that may co-determine a child's consumer behaviour include socio-economic level of the family and parent-child interaction. Young consumers may not have disposable incomes and many rely solely on parents as a source of finance. Research shows that people with higher incomes tend to have a higher level of price acceptance towards consumables. Depending on certain factors, purchasing certain brands may depend on the cost associated.