Chapter 10 - Family and Social Standing Flashcards
What are two stages of consumer socialization discussed?
Pre-adolescent - observe parents and older siblings, families are more reliable than advertising. “Mother knows what you’ll like”
Teenagers - peers are the most influential, less influence from family, tend to like products that parents disapprove of.
Explain the two way process in which young people are influenced?
By other family members - influence is more basic: moral/religious, interpersonal skills, dress standards, occupation, education motivation,
By friends - influence is more expressive attitudes and behaviours: style, fashion, fads, in/out, acceptable consumer behaviour.
Who is seen as strong socialization agents?
Mothers seen as stronger socialization agents than fathers - often more involved, have more influence and control over rewards and punishments
- Mothers usually control children’s exposure to commercial messages and regulate spending
Explain the four types of parental styles.
Neglecting (Permissive and not nurturing) - feels indifferent about advertising, yield to children’s requests
Indulgent (Permissive and very nurturing) - highly aware of advertising, talk to children about it, yield to requests, grant consumption authority
Authoritative (Very nurturing and restrictive) - restricts advertising exposure, suspicious of ads, often watch tv with children, rely on guidebooks
Authoritarian (Not nurturing and restrictive) - children must obey rules, highly negative attitudes towards advertising
Explain the five steps of socialization as learning.
Stage 1: shopping with parents
- 12-15 months, noticing products that are fun to eat and play with, recall, parents may buy products as a reward
Stage 2: shopping with parents and making requests
- 2-3 years, connect advertising with items, request by pointing
Stage 3: shopping with parents and making some selections
- 3-7 years, associating brand names, evaluate and make decisions, pester parents to buy things
Stage 4: shopping independently
- 7-11 years, parents gradually begin allowing kids to shop online or with friends, children understand persuasive intent of ads, 45% of kids get smart[hone between 10-12
Stage 5: complex shopping and skepticism
- 11-16 years, pre-teens and teenagers understand tactics and appeals, able to negotiate and influence purchase decisons.
What is intergenerational socialization?
socialization is ongoing, skepticism increase overtime but varies by demographics, preferences and loyalties are often transferred between generations
What is a socialization agent?
Person or organization involved in the socialization process because of frequency of contact with the individual and control over the rewards and punishments given to the individual
What are family’s supportive roles?
- Economic well being - provides financial resources to its members
- Emotional support - love, affection and intimacy
- Families, media and technology - children have mastered smartphones, are often more skilled than parents in using them
What are the four husband-wife decision making patterns?
Husband-dominated: are those where the husband’s influence is greater than wife (automobile purchase)
Wife-dominated: are those where the wife’s influence is greater than husband (food)
Joint-decisions - where husband and wife’s influences are equal
autonomic decisions - either the husband or wife is the primary or only decision maker
What impact does children’s influence have?
Tactics: Pressure, exchange, rational, consultation, ingratiation.
Children as 3 markets
- as influencers - requesting products or brands for themselves or the household
-as primary market - buying things with own money ex. snacks, toys, games
-as future consumers - contemplate future, when I grow up I’ll buy a car, house etc.
What are some family member roles that members play in buying decisions and consumer behavour?
gatekeepers: often parents, those who control information
Influencers: those who provide information to other members regarding products
deciders: those with the power to decide
buyers: those who manage actual purchase
preparers: transforms (food) products for consumption
maintainers: in charge of repairs
disposers: carriers out disposal of product or discontinuation of a service
Children from dual-income households are often deciders, buyers and preparers and maintainers.
What are the stage of the family life cycle?
- Bachelorhood (single with income)
- Honeymooners (young and newly wed couples, discretionary income)
- Parenthood (married with at least one child, longest stage of the life cycle)
- Post-parenthood (no children living at home, can be traumatic or liberating, can now do and afford new things)
- Dissolution (family with one surviving spouse, seek companionships, more economical lifestyle)
What should we know about targeting nontraditional households?
Changes in consumption behaviour
Advertising decisions
- need to recognize existence
- avoid alienating conservative traditional households
What is social class?
Division of members of society into a hierarchy of distinct social classes so that members of each class have relatively the same status and members of all other class have either higher or lower status.
What are the two types of measures of social class?
Subjective estimate your social class
Objective occupation, education, income or multivariable index (index of status characteristics, socioeconomic status score)
