Article2006

Exploring children's perceptions of material possessions: a drawing study

49 citations0/0 files storedQualitative Market Research An International Journal

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Behavior and Market Dynamics

Abstract

Purpose The purpose of the paper is to explore children's perceptions of material possessions in Hong Kong using drawing and open‐ended questions. Design/methodology/approach A total of 42 Chinese children aged 6‐12 were asked to draw what comes to their minds for two statements: “This child has a lot of new and expensive toys”; and, “This child does not have a lot of toys.” After drawing, children were personally interviewed to answer four questions associating material possessions with its social meaning and symbolic significance. Findings Analysis of drawings and interviews indicated that there were significant difference in children's perception of someone with a lot of toys and someone without many toys in terms of observable qualities and personality traits. Younger children were more likely to relate material possessions with happiness, friendship, and feeling good about oneself. Older children were more likely to relate materialistic possessions with wastefulness. There is evidence that young children were able to appreciate the value of possessions based on emotional attachment, personality association and social meaning. It was contradictory to John's model of consumer socialization that young children could only understand the surface value of possessions. Research limitations/implications Based on the findings, this paper proposed three hypotheses about children's perception of material possessions that can be further tested in a quantitative survey. Originality/value The paper may be of value to markets and advertisers who target at Chinese children. They should be sensitive to children's negative association of material possessions including wasteful and showing off. They can encourage the instrumental materialism of how to use material goods to protect the Earth's resources, to enhance friendship, and to achieve self‐defining goals.

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References

1969The Psychology of the Child 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1928Measurement of Intelligence by Drawings 1991Cross-Cultural Examination of the Fishbein Behavioral Intentions Model 2003Understanding Materialism Among Youth 1992Kids as Customers: A Handbook of Marketing to Children 1992The child's creation of a pictorial world 2003The Unintended Effects of Television Advertising

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