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Children & Youth Markets - Lecture Notes
Lecture One - Introduction??
Cognitive development or changes in thinking as we grow up has a lot of growth aka maturation. There is some learning going on and changes depending on how we get new information and incorporate it into the old stuff from preceding weeks and months and even years.
Socialisation though has a lot to do with learning but not necessarily in school. So it's within families that we learn a lot of our consumption practices like eating, spending money, and consuming media and get basic beliefs about consumption like being materialistic or frugal.
Many philosophers and psychologists have tried to analyse mental acts (psychology about the mind) and use a three part structure to do so:
o Cognitive (thinking)
o Affective (feeling)
o Conative (behavior)
The consumption cycle.
o Many adults will run a household and note things that need replenished or that are missing or need renewing. Children can help and remind what they need and often accompany her to the supermarket.
o Materialism is important. If children and socialised to value and almost worship the goods that define them, they will constantly desire to renew old stuff and their identities will be largely defined by the things they wear, own and show off to others.
o The frugal person will repair rather than renew and recycle rather than accumulate or dump.
Frugality and greenness is often found in early adolescence when idealistic values emerge.
o "Green" consumers or luxury good consumers have different beliefs which will affect their approach to instigation and the other parts of the cycle.
o If teens think it is appropriate to turn the browsing and buying behavior into a social event then they will need to text or maybe use some form of social media to organise their friends into a group.
o The amount of preparation depends on the good/service required.
o Holidays are a product that is marketed immediately after Christmas and into New Year which is a good 6 months before families usually go on holiday during the school holidays in summer. Children will want to contribute to the decision making process. Often status and social standing operate here.
o The decision making, and the rituals and routines surrounding a purchase choice.
o This is where marketing is very visible in a high street presence.
o There is some psychology here to do with why some people get great satisfaction obtaining a bargain whereas others are not that bothered.
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