Consumer socialization of preschoolers and kindergartners as related to clothing consumption

Abstract

This study investigated the clothing selections for purchase of preschool and kindergarten‐aged children in a midsized southern city. The theory of consumer socialization provided framework for the study. Seven hundred questionnaires were distributed to parents/ guardians of 3‐, 4‐, 5‐, and 6‐year‐old children at public and private schools and preschools. A total of 314 usable questionnaires were completed by mothers, yielding a 45% response rate. T tests, ANOVA, and frequencies were used to analyze data. The effects of demographic variables were investigated in relation to three consumer socialization constructs. Findings indicated that consumer socialization of children begins at an early age and is related to selected demographic characteristics. Results of this study are important for those involved in the children's wear business, as well as for clothing and retailing educators. © 1993 John Wiley & Sons, Inc.

A Humanistic Approach to Understanding Child Consumer Socialization in US Homes

“…If researchers are interested in the home environment, then they could spend extended periods of time with children in their home environment and with children and their families as they navigate real commercial settings. This approach improves existing methodological practices by privileging the child's perspective, witnessing events as they occur rather than relying on parental recall of children's attitudes and values (Haynes et al, 1993). Further, our insights are developed after spending a number of hours with the children and their families in the home and retail environments.…”

Adolescent consumer decision-making styles: The consumer socialization perspective

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The Meaning of Brand Names to Children: A Developmental Investigation

“…Taking the first prerequisite, the evidence indicates that children can recognize familiar brand names and brand characters at an early age, at least by 3 or 4 years of age (Derscheid, Kwon, & Fang, 1996;Haynes, Burts, Dukes, & Cloud, 1993). At this time, children's awareness of brands is typically developed enough that they even request products by brand names, such as McDonald's ® , M&M's ® , and Oreos ® .…”