There has been a time when children caught less attention of researches and marketers as consumers because of the limited disposable money they possess (Ward, 1974) and the inconsequential opinions they can express. Things are changing substantially nowadays, in fact, children play a significant and unique part as consumers today, not only because they have more freely controlled pocket money than they did before, but also because more and more parents respect their children’s opinions, regard their children as independent thinkers and take their children’s advice into consideration while making buying decisions. According to a research conducted in 2003, children around the world spend approximately $300 billion of their pocket money or income …show more content…
Firstly, as in generational influence, family characteristics, especially the level of respect and trust, are crucial to intergenerational effect. The closer the relations among family members, the larger the reciprocal impact among them (Moore-Shay & Berchamans, 1996). Study also show that families that have higher standards of living encourage and accept more advice and suggestions from children (Moschis, 1987). Moreover, in single parent families, intergeneration relations are closer and children are more frequently go shopping with their parents (Ekström, 2007). Secondly, as children grow up, the influence of family declines, but the reciprocal socialization increases. Parents are more likely to consult with their children especially when the children are well educated and receive higher degrees. Additionally, mothers who are independent are often less influenced by their children than those with open minds and ready to try and accept new things (Webster & Wright, 1999). Thirdly, the degree of reciprocal influence also relies on product class. Researches indicate that for products related family recreational expense, for example planning vacations and booking hotels, and high-technique products such as cell phones, computers, televisions, parents refer to their children’s suggestions and advice more frequently …show more content…
P., & Churchill, G. A. (1978). Consumer Socialisation: a theoretical and empirical analysis. Journal of Marketing Research , XV, 599-609.
Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of Consumer Research , 6 (2), 101-112.
Olsen, B. (1995). Brand Loyalty and consumption patterns: the lineage factor. In Sherry, & J. F., In contemporary marketing and consumer behavior: An anthropological sourcebook (pp. 245-281). Old Westbury, New York, US: Sage Publications, Inc.
Parsons, T., R, F. B., & Shils, E. A. (1953). Working Papers in the Theory of Action. Flencoe: The Free Press.
Reisman, D., & Roseborough, H. (1955). Careers and Consumer Behavior. In L. Clark, Consumer Behavior (The life cycle and consumer behavior ed., Vol. 2, pp. 1-18). New York, US: New York University Press.
Ritchie, L. D. (1990). Family communication patterns: measuring interpersonal perceptions of interpersonal relationships. Communication Research , 17 (4), 523-544.
Roedder, D. L. (1981). Age Differences in Children's Responses to Television Advertising: An Information-Processing Approach. Journal of Consumer Research , 8 (2), 144.
Santrock, J. W. (2007). Life-span developmen (3rd Edition ed.). New York, NY, US: McGraw HIll Companies,
In an article titled, “Food Advertising and Marketing Directed at Children and Adolescents in the US,” by Mary Story and Simone French, it talks about how advertisers are targeting children and teens. Based on what I read, in the U.S. alone, adolescents spend 140 billion dollars annually while children spend 12-25 billion dollars annually. Youths are spending money that could go towards their college funds and things that they need. (add something about article facts about marketing to children) In fact, in an article titled, “$211 Billion and So Much to Buy American Youths, the New Big Spenders,” it talks about how people ages 8-24 years old spent $211 billion in 2012. If they spent this much money in 2012, the cost most likely went up in 2017 since youths have so many ways of being exposed to ads currently. This can lead to many that shouldn’t be a
The land of the free, brave and consumerism is what the United States has become today. The marketing industry is exploiting children through advertisement, which is ridiculously unfair to children. We are around advertisement and marketing where ever we go; at times, we don't even notice that we are being targeted to spend our money. As a matter of fact, we live to buy; we need and want things constantly, and it will never stop. The film, Consuming Kids , written by Adriana Barbaro and directed by Jeremy Earp, highlights children as this powerful demographic, with billions of dollars in buying power, but the lack of understanding of marketers’ aggressive strategies. Children are easily influenced and taken advantage of, which is why commercialization of children needs to stop. Commercialization to children leads to problems that parents do not even know are happening such as social, future, and rewired childhood problems. Government regulations need to put a stop to corporations that live, breathe and sell the idea of consumerism to children and instead show that genuine relationships and values are what are important.
What do children do when they come home from school with no parental supervision? What about when parents are tired from a long day of work and feeling guilty for not being accessible to their children? In the article “Kids Kustomers,” Eric Schlosser discussed how advertisements are the works of advertising companies to evoke a brand loyalty and how children are being targeted by the advertising companies to reach into their parents’ wallets. He speaks about television being a huge source of advertisement directed at children. He shows research on how children can recognize different characters and how it influences the children to encourage their parents to purchase those brands. While, most people would agree with this author about television being problematic, it seems
It contains dissatisfaction that leads to over-consumption. Children are particularly vulnerable to this sort of manipulation, and the American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statistics on consumers in the food industry. The relationship that encourages young children to adapt towards food marketing schemes, makes them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising affects young children that are attracted to certain objects or products on the market. During this past decade, advertising companies have gone out of their way just to get the new scoop or trend children are into, gathering information and distributing it to other companies.
Swimme, Brian. “How Do Our Kids Get So Caught Up in Consumerism”. The Human Experience: Who Am I?. 8th ed. Winthrop University: Rock Hill SC, 2012. 155-157. Print.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Smola, Karen Wey, and Charlotte D. Sutton. "Generational Difference: Revisiting Generational Work Values for the New Millennium." Journal of Organizational Behavior 23 (2002): 363-82. JSTOR. Web. 28 Mar. 2012. .
“There are twelve billion dollars spent annually on ads directed at children” (Dittmann, 2004). These advertisements target young, impressionable minds, capture the attention of the child and imprint an ideal or message. While watching advertisements, a child develops a like or dislike for an activity or product. The strength of the desire is proportional to exposure. Desire creates action and action creates sales. I observed this principle with a sibling, my younger brother Eron. When a General Electric commercial came on television he, would turn and be mystified by the music and dancing of the actors. Around the age of eight, he expressed a very strong opinion that General Electric products are superior to other products. At this stage in his development, he did not have the cognitive ability to think abstractly to weigh all of the aspects associated with what makes a product of quality.
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
This significance rests largely in their ability to carry and communicate cultural meaning. Modes of consumption become markers of social and cultural differences. Likewise, the frustrated experience of exclusions from consumption practices can be a politicizing process which forces people to confront the meaning of class, gender and race in one’s own private spheres. One’s emotional attitudes, style and cultural taste further defines one’s social identity. Emotions are the very things that drive and transform social interactions. Cultural capital is crucial as a status symbol and emotional style is crucial to how people acquire networks and social
The societal culture of advertising plays a crucial role in the way teenagers interact with one another and how they make decisions. Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product.
Timm, Bartholomew J. "Cross-Generational Management | U.S. Chamber Magazine." U.S. Chamber Magazine | Business News, Commentary, Opinion, How-To, Policy/Advocacy, Profiles, And Economic Information. 1 Sept. 2007. Web. 23 June 2011. .
The Internet has played a crucial role in the changes in the ad industry. Our society lives at a constant moving fast pace which the Internet accommodates. Through the Internet business have access to consumer information through their searches and are able to customize their ads towards a specific audience. An example consists of looking up cars on cars.com and later on going on amazon to buy something. Looking on the side while on amazon.com you would see ads from cars.com about the cars you were searching. Internet surfers can interact with ads in greater capability, which allows them to benefit directly from the ads personalized message. This is important for ad agencies to continue in the future. Studying the market in which people surf the web and providing specific ads that...