Consumerism, Sweets, and Self-Determined Choice

Honeyman, Susan

doi:10.1163/157181810x12610295354488

Cited by 5 publications

(3 citation statements)

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“…due to which they are increasingly exposed to advertising (O’Keeffe and Clarke-Pearson, 2011). Several products are specifically intended to the young consumers through colourful packaging design featuring child-oriented pictures, the haptics of the product or through the composition of the products (Cook, 2009; Honeyman, 2010; Wilson and Wood, 2004). Sometimes, marketing communication aimed at the adult segment is also perceived by the kids; hence, any action by a child could be inferred to as consumption-oriented (McNeal, 2007).…”

Section: Introductionmentioning

confidence: 99%

Socialization and the buying behaviour of the Arab child consumers: insights from Oman

Ghouse

Chaudhary

Durrah

2019

JIMA

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Purpose This paper aims to explore and analyze the various consumer socialization agents for the young Omani Arab children, who play a key role in the family purchase process. Design/methodology/approach A mixed method research approach was adopted in the form of a survey and short interviews for the study. The study was performed on the children in the age group of 7-14 years, enrolled in Omani schools. The socialization factors were grouped through the exploratory factor analysis and multiple regression analysis was conducted to assess the impact of the factors on the purchase of various product categories. Finally, short personal interviews with the children were made to validate the results. Findings A model was proposed incorporating the four different socialization patterns of Omani children involving parents, friends, television and internet. The model was tested with the purchase of different product categories through multiple regression analysis. The results supported the parents, television and friends while rejected the internet as a means of socialization of Omani children. The qualitative analysis also revealed the same results, further incorporating the role of other family members in the socialization of the children. Research limitations/implications A research gap exists in the consumer literature related to the Arab child socialization as the previous scholars had contributed mainly in the developed Western context, hence, demanding further research studies in the young Arab consumers’ perspective. Practical implications Being the first of its type in the regional context, the research is important for the researchers who wish to understand the socialization process and its agents for the Omani Arab children. The research provides insights about the psychology of Omani children towards the products, which can aid the marketers to design appropriate marketing programmes targeting the growing child segment in the Arab world. Originality/value A significant research gap exists and suggests a research study on the patterns of socialization of the Arab children as no similar research had been previously conducted related to this context on child socialization. This research will serve as a base for future research studies in the socialization and purchase behavior of the Arab children.

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Section: Introductionmentioning

confidence: 99%

Socialization and the buying behaviour of the Arab child consumers: insights from Oman

Ghouse

Chaudhary

Durrah

2019

JIMA

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“…Apart from this, an abundance of products can be found in the markets that quite specifically target children as purchasers (Cook, 2009, Honeyman, 2010. Finally, children not only come into contact with marketing messages that are directly geared to their needs but also marketing activities directed at adults that are also perceived by children and contribute to their decision-making.…”

Section: Introductionmentioning

confidence: 99%

How children make purchase decisions: behaviour of the cued processors

Mau

Schuhen

Steinmann

et al. 2016

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Purpose This paper aims to analyse how children behave during a purchasing process in a simulated shop and how they put their goals into effect at the Point of Sale (POS). The focus of this research is children in Germany aged between 8 and 10 years. The results reveal answers to the following questions: which criteria do the children consider important when buying groceries? How efficiently and effectively do children pursue the goals demanded of them at the POS? This knowledge can support parents, teachers and educational organisations in teaching children consumer literacy. Design/methodology/approach Data were collected through interviews and a subsequent observation of the behaviour in a purchase simulation. A total of 436 school children aged 8 to 10 years answered a questionnaire about their behaviour at the POS and perceived demands during the purchasing process as well as their understanding of purchase-relevant concepts. Subsequently, purchase behaviour and decisions in a digitally simulated shopping environment of a supermarket were analysed for a subsample (n = 170). This combination of methods enables the collection of observable decision-making behaviour as well as of the declarative knowledge and the purchasing habits of the children. Findings Children often act differently from the way they themselves intended and expected during the purchase decision at the POS. Only a small number of children behaved purposefully, whereas the vast majority was distracted by the great amount of stimuli in the simulated supermarket. The results reveal factors that helped children cope with the shopping task and shielded them against purchase impulses from the stimuli at the POS. Originality/value To the best of the authors’ knowledge, this is the first study to combine questionnaires about children’s declarative knowledge of the shopping process with observation of the real decision behaviour in a supermarket simulation task.

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“…Especially the growing number of media used by children and the more readily, location-independent availability of media (e.g., through the internet or cell phones) is increasingly causing children to be exposed to advertising (O'Keeffe and Clarke-Pearson 2011). Moreover, a large number of products are specifically aimed at children as buyers, e.g., through a colourful packaging design featuring child-oriented pictures, the products' haptic or their composition (Cook 2009;Honeyman 2010;Wilson and Wood 2004). However, children do not only come into contact with marketing messages that are directly geared towards them.…”

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confidence: 99%

Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

2014

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Consumerism, Sweets, and Self-Determined Choice

Abstract: Protectionism paralyzes discourse that might otherwise enable progress for children, and instead further marginalizes them. In light of this problem I investigate conflicting attitudes toward child consumer choice, especially through the trope of manipulative sweets.

Cited by 5 publications

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Socialization and the buying behaviour of the Arab child consumers: insights from Oman

Socialization and the buying behaviour of the Arab child consumers: insights from Oman

How children make purchase decisions: behaviour of the cued processors

Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

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