Families And Children Flashcards
(51 cards)
Family household life cycle
Social changes have changed lifestyles
Key transitions - marriage, kids, first house, change your consumption habits
Household expenditure
2012 - £489
On accommodation, food, fuel and power, transportation, financial devices, communications, alcohol, tobacco, clothing, footwear, household goods, leisure, tourism, chilcare, education, health care
Life cycle and lifestyle
Models assume that key events in lifecycle prompt major lifestyle changes (eg birth of child)
Each stage of lifecycle are segments
With distinct needs, attitudes and desires (eg average uk spending on child in £10k a year)
Life cycle probs
More difficult to get data of life cycle instead of age
Fails to account for dynamic household composition, limited categories ignore acceleration of alternative lifestyles
Fails to explain impact of social trends like changing role of women
Household/family decision roles
Influencer Information gatherer Decision maker Buyer User Maintainer
Influencer
Express opinions and influences the decision
Information gatherer
Collect and control information relevant to the decision
Decision marker
Actually determine which good/service will be purchased
Buyer
Physically acquired the good /services
User
Uses/consumers the good/service
Maintainer
Responsible for upkeep
Washing machine example
Mum - info gatherer, decision maker, user
Influencer - controls budget, who buys - mum/dad
Child’s clothes
Parents - influencer, info gatherer, buyer
Children - decision maker, user
Family decision styles
Syncretic/ joint - decisions made by a group or coalition in the household (information flows between household memebers)
Autonomic - decisions made by a single household member, usually the husband/wife/one of adults alone (adherence to conventional norms of authority and preservation of the domestic status quo)
Influences of family decision style
Spouses and children resources Stage of Family life cycle and role orientation Involvement and experience Perceived risk, time pressure Moral economy (resource sharing)
Influencer triangle
Husband
Wife
Children
Capital one - sponsor football, to get male attention - however if they hangs position in influencer then would need to target elsewhere
Targeting information at influences and information gatherers
Neal et al
Model
Socialisation of children
Consumer socialisation is the ‘process by which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers in the market place’
(Ward)
Direct and indirect socialisation
Direct - children are purposively trained as customers
Indirect socialisation: more passive learning. Children behaviours are based on modelling of others
Reverse socialisation
To what extent to children and young adults in families socialise their parents on the use of new technologies at the consumption process? (Shim et al)
Kids v active on technology so now more ably to have influence on info gathering and influencer
Socialising agents
Social institutions
Commercial and cultural environment
Family
Peers
(Diagram)
Technology
Use of tech and social media by children and young people is changing the ways in which they learn about consumption.
What is he influence of different social actors in consumer socialisation process?
How do we achieve good practice?
Not damage children?
Imbalance of power not in children interest
Family communication environments
‘Socio’ dimension promotes difference to parents, and advocates monitoring and controlling children’s consumption - authoritative approach - telling them what to do - UK - heavily catholic countries
‘Concept’ dimension fosters development of children’s own skills and competence as consumers - parents trying to develop child’s skills - Scandinavia
