Sometimes additional information such as a third

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: only buy one toy from the collection, as opposed to buying the whole collection as requested by the child. The way a child explains to his mother why he needs something is known as reasoning. When a parent, as a result of conflict, ignores a child, they demonstrate the use of playing on the child’s emotions. Impression management is the manner in which facts are misrepresented in order to win. A parent, for example, may use tactics beyond a child’s comprehension in order to settle an issue. Sometimes additional information, such as a third-party opinion, is needed. When a parent refuses to pay for something their children desire demonstrates the use of authority [Palan & Wilkes, 1997:159]. Consumer soation is the process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the marketplace. A child’s family provides the basic framework for soation [Engel et al., 1995:780 and Carlson et al., 1992:31]. This framework of learning is divided into two categories, namely directly relevant and indirectly relevant. The former deals with knowledge that is needed to do things in carrying out a purchase. A child, for instance must know how to compare prices and brands, know how to select a product and then pay for it. Knowledge that prompts a purchase and results in different behaviour refers to indirectly relevant 66 consumer learning [Hawkins et al., 2001:213 and Qayumi, 2001:63]. For example, a consumer does not need to know that a product is prestigious in order to buy it. The two types of learning just described, are deliberately and casually taught to children by their parents through modelling, mediation and instrumental training. Modelling occurs when a child learns appropriate or inappropriate consumption behaviours by observing others. This generally takes place without explicit instruction from the role model whilst the child “learns” without making much mental or physical effort [Weiyun He, 2001:75]. For example, a child could learn how to smoke a cigarette merely by watching an adult smoke. Mediation occurs when a parent alters a child’s initial interpretation of, or response to, a marketing or other stimulus [Hawkins et al., 2001:214 and Headley, 1997:60]. For example, the ‘Windows’ television advert shows that ostriches can fly. Despite what children have been taught, some might believe the advertisement causing parents to re-enforce the truth. Instrumental training occurs when a parent or sibling specifically and directly attempts to bring about certain responses through reasoning or re-enforcement [Engel et al., 1995:539 and Rindfleisch et al., 1997:319]. Parents, for example, might continuously explain to their children which snack foods are healthy to eat. When combining all the previously mentioned terms, consumer soation is far more appealing and efficient for younger consumers. Studies have shown how starting at a young age can mould children into better consumers once they grow up to be adults [Otnes et al., 1995:622; Creighton, 1994:35; and McNeal, 1992:34]. One report even found that instilling a sense of commitmen...
View Full Document

This test prep was uploaded on 04/04/2014 for the course SOCIAL SCI 23 taught by Professor Salman during the Winter '10 term at University of the Punjab.

Ask a homework question - tutors are online