Reciprocal Socialization Of Children

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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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