Introduction
The paper will explore the reasons why children were made a part of the consumer socialization process by marketers as well as how the consumer behavior characteristics of children develop as they mature. Research and analysis into the field of targeting marketing efforts at children is important given the increasing proliferation of brands and marketing campaigns specifically being designed while keeping children as the primary target audience, as highlighted by John in his research article.
Therefore, the conceptual framework for the article will start at understanding the progression of the Consumer Socialization Process as it applies to children, followed by a review of existing literature on this progression influences decision-making. Utilizing the evidence from the research articles, I will present an argument that marketing activities that target children are a complex sociological problem. The last part of the framework will highlight the reason why the issue has been classified as a sociological one and lastly, the implications for both marketers and parents will be analyzed in terms of how, and if, they can monitor and filter out such promotional campaigns .
Children’s Emergence as a Lucrative Market
The review of existing research has revealed that the Consumer Socialization Process begins as early as when children are three years of age. From the time that they are infants to a stage when they develop the cognitive abilities to observe external stimuli, process information and make informed decision based upon them, children within the United States of America as well as in other countries, represent a highly lucrative consumer market .
The primary reason that have contributed to the highly important position of children as consumers is because of dramatic changes in their buying power. Historical analysis in this context reveals that it was post World War II, more specifically during the 1960s and 70s when the generation often dubbed the ‘baby boomers’ was at the height of its influence. Since then, economic data reveals that both children’s disposable income (the money they have for discretionary spending even if they do not have a source of income), as well as the influence they exercise on the family income has increased substantially. Together, both of these factors have contributed to making children one of the most prized target audience segments for marketers pushing a variety of products .
As highlighted through the documentary ‘Consuming Kids’, more and more children are finding ways to earn money while they are still in school. In the past, the traditional options were mostly limited to part time employment after school or on-campus jobs that had limited payouts. However, thanks to technological advancements that triggered E-commerce, even children in high school now find themselves in a position to start their own business, from bedrooms and garages .
In my view, this is a significant development for advertisers, marketers as well as product and service manufacturers in two ways. First of all, creating a start-up reflects a maturity of thought and an understanding of how supply and demand work in the market, including an awareness of the recent social, cultural and lifestyle trends that are making waves.
Marketers see this intelligence and ability of children to evaluate market dynamics as an opportunity to cash in on. Youngsters operating their own ventures are dynamic, adventurous and more importantly have the ability to compare and evaluate product options before making the final selection of a product/brand. Secondly, the same technological and digital platforms that have equipped children with then means of being financially independent in their purchase decisions, are also the channels that marketers are using to maximize their reach of the youth market . While social media platforms such as Facebook have an age restriction for members, it is a policy that can easily be circumvented, meaning that children as young as 6 or 7 years of age now have profiles on twitter and Instagram (in addition to Facebook). Realizing that children spend more time with their iPads and iPhones than reading magazines, even the methods of brand promotion are being tailored so as to attract an audience of a certain age.
Three-dimensional, immersive advertising of the latest gadgets, pop-up and banner ads of interesting new accessories and in-store kiosks of video games are just a few of the marketing platforms that brands are opting for today to grab eyeballs of the children market.
What is perhaps even more interesting is the fact that Marketing to children is not just limited to products that are created ‘for children’s usage’. Products such as cars, the paint used within the house, to the brand of electronic appliances that are purchased by the parents (and will be used by them), are also being dictated by the children in the family. With increasing consumer research revealing this influencing factor in a purchase decision, most commercials have begun using children as the primary emotional appeal as the ‘ad’s selling point’.
For instance, buying a particular brand of a watch or even a toothpaste makes your child popular at school among their peer and reference groups; not doing so makes them a social pariah. Despite the criticism that such themes of using children as bait to induce purchases in marketing are receiving, marketers are not shying away from utilizing it to their maximum advantage. Parents often find themselves pressed against a wall when it comes to their buying behavior, because of the incessant pressure they face from their children .
As the structure and social fabric of our society is changing, owing mainly to technology, so has the role of children. Decades ago they were simply receivers of the products and services that their parents or other caregivers considered important for them. In today’s times, not only do they hold large purse strings, but also have a new-found confidence and persistence to influence the brand purchases and loyalty of their parents, uncles and aunts. The aspect to consider next is then the stages through which children pass until they find themselves completely immersed in the culture of consumerism .
Children’s Consumer Socialization Process
The Consumer Socialization Process is defined as the process whereby children, adolescents and young adults acquire consumer-based skills, knowledge and attitudes; that is the process through which an individual becomes a consumer.
The most widely accepted model for the socialization process was that presented by Selman, who divides it into three primary stages. Lasting between 3 and 7 years is the Perceptual Stage in which children just begin to observe and interpret their surroundings. Their decision variables are mostly focused towards instant gratification or objects that appeal to their basic senses. During these formative years children are most likely to be attracted to foods that they perceive or have experienced to be delicious, or toys .
Conclusion and Implications for Future Research
A comprehensive analysis of the research that has already been conducted in the area of marketing to children has revealed that the issue is indeed a sociological one. Where on the one hand it is a proven fact that the cognitive functioning ability of children today develops almost ten times faster than a generation ago, the question of social and emotional maturity is more complex to quantify and measure. The precocious development of children is considered by some to be a manifestation of human evolution, while corporate marketers simply attribute it to children having access to more and more knowledge with only a single click .
However, opponents to the growing movement of ‘youth marketers’ are of the view that even if adolescents are millionaires in their own rights, it is incorrect and unethical to induce product purchasing by tempting them with lifestyle choices they find almost impossible to ignore. Examples would include exotic vacations, holding multiple credit cards, making extensive online purchases of comic books, gadgets and fashion accessories etc .
I agree with the ideology that despite having access to funds, there is a certain age at which an individual develops the social maturity to make the right decisions when it comes to spending scarce financial resources. As per Selman’s model discussed earlier, parents and teachers are required to play an important and involved role when it comes to making brand choices and writing out cheques.
Autonomy in decision-making is undoubtedly crucial in building their self-esteem, however, marketers cannot be given carte blanch when it comes to using children as the primary emotional appeal in advertisements; or, using television programs or online video games to ‘teach’ them strategies of how they can get things done their own way.
While the existing literature’s focus has remained more towards the different ways brands have and are being marketed to children, a less explored area, in my opinion, is how early autonomy and experience of consumerism and materialism influences the personality of children .
Particular variables that sociological and marketing researchers should focus on is how to counter the negative psychological impact of excessive marketing exposure. Research that takes this directional approach will be mutually beneficial both for concerned parents and activists, as well as the brand industry, since keeping children away from pervasive technology is no longer even an option that can be considered.
References
John, D. R. (1999). Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research. Journal of Consumer Research, 183-213.
Jougla, C. (2015, May 1). Consuming Kids. Retrieved from Youtube: https://www.youtube.com/watch?v=Xjel16VcIWw
Lazar, B. (1994). Under The Influence: An Analysis of Children's Television Regulation. Journal of Social Work, 67-74.
Whitney, J. (2006). The Development of Consumer Knowledge in Children: A Cognitive Structure Approach. Journal of Consumer Research, 406-417.
