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…
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The chosen article is Two Cheers for Consumerism by James Twitchell. In this article he talks about consumerism, commercialism, and materialism. He argues the stand point of consumers and the role they live by every day. In other hands the critics, Academy, gives the consumers and overview description to their consumers.
Consumerism is the idea that influences people to purchase items in great amounts. Consumerism makes trying to live the life of a “perfect American” rather difficult. It interferes with society by replacing the normal necessities for life with the desire for things with not much concern for the true value of the desired object. Children are always easily influenced by what they watch on television. Swimme suggests in his work “How Do Kids Get So Caught Up in Consumerism” that although an advertiser’s objective is to make money, the younger generation is being manipulated when seeing these advertisements. Before getting a good understanding of a religion, a child will have seen and absorbed at least 30,000 advertisements. The amount of time teenagers spend in high school is lesser than the amount of advertisement that they have seen (155). The huge amount of advertisements exposed to the younger generation is becomi...
This survey was born out of concern that there are few statistics on the effects of marketing industry’s impact on our youth. Just as the article on “Consuming Kids” raises awareness about children being lured into believing they can’t live without things and the problems rising out of it. This survey makes us aware of how this market is willing to sacrifice the sanctity of family life by undermining the parents via their television while children watch mega hours of uninterrupted commercials aimed at them. These surveys were compared with a couple of sparsely completed other ones. The respondents felt that problems such as: aggressiveness, materialism, obesity, lack of creativity, overly sexualized behavior and self-esteem, were detrimentally influenced by the youth marketing industry.
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At the present time, children have a greater influence and effect on purchase decision in a family. With pester power, which is defined as “the nagging ability of children to purchase the product they desire due to some reason” (Seth et al, 2008), parents purchase product for their kids. Nadeau (2011) mentioned that children impact 43% of family purchases today and a large amount of money is spent on food products. Concerning about children spending power, food and beverage marketers have stimulated to find the way to satisfy children need and want as well as develop product and brand loyalty. They use various techniques to communicate with children as a main
According to Rocker- Gladen, while attempting to teach her students about consumerism, one recurring comment students normally make about consumerism, it is their parents’ responsibility to monitor their exposure to consumerism. This alarming fact is that not every child has parents whom are actively involved in their child’s development. Turkle emphasized that by parents giving their kids cell phones this can lead them to developing a new state of dependence. Instead of the youth seeking their parent’s advice about their ideas and attitudes, they are more likely resort to their inexperienced peers. This is as a result of the “always on, always contented” communication culture that is being the...
According to Slater (1997), consumer culture can be defined that the relations between needs and social structures as well as it would be a power and identities in commercial system and society. In other words, it can be meant how people want to live and organize the society in various social conditions such as commercial and industrial capitalism. Capitalism means that “an economic system in which investment in and ownership of the means of production, distribution, and exchange of goods and wealth are held primarily by individuals and corporations” (Sturken and Cartwright, 2001: p.350). Besides, globalization leads to increase commercial and industrial capitalism which includes economic knowledge to global markets and people can purchase goods manufactured in another country. However, because of the process of commodities, some problems might come up. It is because consumer culture can be involved in diverse fields in terms of ethics, identity. Moreover, despite industrial problems reveal in the market, consumers still have focused on consumption of products. Advertising helps to hide the problems with glamorous images. Therefore, this essay shows how consumer culture can be represented with industrial problems. Consumer culture will be addressed regarding to child labour which is occasionally carried out illegally in the world. In the essay, firstly, it will look at both child labour and consumer culture and then coherence of them with focusing on capitalism. The series documentary of ‘Blood, Sweat and T-shirts and Luxuries’ will be mainly analyzed in the second part with some examples. Lastly, it will discuss what benefits consumers and companies gain from exploitation of child labour.
Children learn their consuming behavior as they observe their parents’ actions. “Researchers find evidence of intergenerational influence when they study the product choices of mothers and their daughters”. (Solomon, 2011) Because parents are the most important influencer in the consumer development process, smartphones have to first be convincing for parents to carry them, in order for kids to be exposed to them, and eventually own them. Passing down product preference from generation to another promotes brand loyalty. Marketing strategies approach adults in a different way they approach children. Marketers should highlight to the parents the positive effect of the smartphone on the child and the parents themselve...
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.
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One of the variables being examined in this paper, in relation to the following two variables, is generational differences. This term is used to define the age groups/ categories that people are put into (Costanza et al., 2012). The generations, in order from oldest to youngest, are as follows: Traditionalists, Baby Boomers, Generation X, and Millennial. Although there is no clear-cut answer to what the start and end dates are for each generation, there is a general idea as to what they should be around. Using a graph provided by Costanza et al. (2012), one can get an idea of what the cut off points should be. In order to give definition to the generations, Generation X falls in between the years 1960 to 1979 and Millennials fall between the
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