Articlegreen2011

Children as agents of secondary socialisation for their parents

54 citations0/0 files storedYoung Consumers Insight and Ideas for Responsible Marketers

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

Purpose The purpose of this paper is to contribute to the body of knowledge associated with consumer socialisation. The authors investigate how children function as socialisation agents for their parents in influencing their purchase intentions of computer and high‐tech products – essentially the idea of the young educating the old. Design/methodology/approach A review of the extant literature relating to consumer socialisation, social power and knowledge about computer related and small high‐tech products yielded meaningful hypotheses. A structured survey which was required to be completed by dyads (i.e. children and parents) was mailed to Australian families in the state of Victoria. Data obtained from 180 usable responses from the dyads were analysed to test the hypotheses. Findings Children are seen to possess expert power over their parents with regards to computer related and small high‐tech products; which make them an important agent of secondary socialisation for their parents. Men are perceived as being more knowledgeable than women, a phenomenon which leads mothers to be more inclined to seek their children's (son's in particular) advice. Research limitations/implications This study implies that when children are seen as experts by their parents, they become important agents of secondary socialisation. However, this only relates to the consumption of the product categories studied here. Future research needs to include other product categories in order to assess the validity of the measures. Practical implications Marketers of computer related and small high‐tech products can benefit from the findings when promoting these products to children and parents. Originality/value This research study is unique in Australia and possibly globally.

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References

1951Coefficient Alpha and the Internal Structure of Tests 2020Social Construction of Reality 1986The Bases of Social Power 1977Marketing Research: Methodological Foundations 1993Influence: The Psychology of Persuasion 2002The C-OAR-SE procedure for scale development in marketing 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1974Consumer Socialization

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2018The Reverse Socialization of Sport Fans: How Children Impact Their Parents’ Sport Fandom 2014Theoretical Modeling of Influence of Children on Family Purchase Decision Making 2011Behavioral Change Starts in the Family: The Role of Family Communication and Implications for Social Marketing 2023Digital Inclusion in Later Life: Older Adults’ Socialisation Processes in Learning and Using Technology 2016How children make purchase decisions: behaviour of the cued processors 2019Inverse socialization with technology: understanding intergenerational family dynamics

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