ABSTRACT Paper name¡GThe Relations between Consumer Socialization and Consumer Behavior in Grade 5-6 Students of Primary School The school¡]courtyard¡^the group leaves¡GNational Sun Yat-sen University, Institute of China and Asia -Pacific Studies Student¡GChien Hung-hsu Instructs professor¡GDr. Weng Jai-hsi In earlier days, Taiwan was an agricultural society and economic conditions of general families were rather poor. It was after the take-off of Taiwan economy that it brought progress and prosperity to Taiwan society and upgrading of living standard to families. These of course resulted in increase of consumption capacity as well as drop in age of consumers and increase of frequency of consumption behavior. Studying the consumption behavior of children can help the understanding of development of adults¡¦ mode of consumption behavior. In this research, we adopted Questionnaire Survey and targeted at senior students of elementary school. The survey recovered 1,140 valid responses. The purpose of this research is in studying the effect of consumption behavior of senior students of elementary school with different background variables and consumption socialization. In this research, we divided consumption behaviors into Material Enjoyment, Calculated, Pulsating, Conspicuous types. Independent sample T test, ANOVA, Pearson Product / Difference Correlation and certain other statistical analysis method were employed to test the assumptions of the research. Findings of the analysis of the results of research are: a. There is significant difference in parental influence over the socialization of consumption of senior students of elementary school with different background variables, b. There is significant difference in peer influence over the socialization of consumption of senior students of elementary school with different background variables, c. There is significant difference in TV commercial influence over the socialization of consumption of senior students of elementary school with different background variables, d. There is significant difference among students of elementary school with different background variables and e. There is significant correlation between socialization of consumption and consumption behavior of senior students of elementary school. Finally, based on the result of the research, we present suggestions for reference of parents, schools and future researchers. Key words: Consumer Behavior, Consumer Socialization, Students of Primary School.

The current study examines the consumer socialization practices of American parents, and provides an analysis of the various ways in which they socialize their children into a consumer role within the family. Drawing from literature on gendered patterns of consumerism, familial consumer socialization, and the culture of money, this study's aim is to describe how parents teach their children to enter a consumer role, how to spend, save, and budget money, and how to culturally value (or devalue) money and wealth. This study also explores whether children's gender or differences by socioeconomic status (SES) play a part in how parents socialize their children into a consumer role. Twenty five parents were interviewed and answered questions regarding the actual tools, methods, and strategies they employ in their children's socialization into a consumer role, such as whether parents shop with their children, set allowances, or assist children in opening savings and checking accounts. Additional questions assessed the meanings parents give to money and a consumer role, such as whether parents stress the importance or the vanity of wealth. This analysis contributes to existent knowledge about the nuanced ways in which parents socialize their children as competent consumers, and has implications for familial relationships and gender and class inequality in regards to family and consumer activities. / Ph. D.

The following research integrated the Theory of Planned Behavior with variables from the consumer socialization and parenting literatures to explore parental impact on adolescent food decision-making. Three specific types of parenting practices (expectation, monitoring, and inducement/enforcement behaviors), parenting style, and family communication style were investigated. A multi-method approach was taken to develop and test the integrated model. Study 1 used interviews to identify food-related parental expectation, monitoring, and inducement/enforcement behaviors reported by both normal and overweight parents and adolescents. Study 2 evaluated a structural model of adolescent food choice, including predictors from the Theory of Planned Behavior, the food-related parenting practices identified in the interviews, parenting style, and family communication style. The findings suggest that specific parenting practices have an impact on adolescent food choices beyond predictors from the TPB. / Ph. D.

Orientador: Orly Zucatto Mantovani de Assis / Tese (doutorado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-15T09:14:53Z (GMT). No. of bitstreams: 1 Fermiano_MariaAparecidaBelintane_D.pdf: 7600732 bytes, checksum: 84cec1e247d3494f68c77242375948bf (MD5) Previous issue date: 2010 / Resumo: Desde a II Guerra Mundial, os pré-adolescentes passam a ocupar uma nova posição na família e, com o fenômeno da globalização, essa tendência se intensifica. A globalização modifica as relações humanas e novas necessidades são mediadas por simbolismos que provocam desejos e consumo, manipulados pelas estratégias de marketing. Os novos símbolos criados passam a ser constituidores da identidade dos pré-adolescentes ou "tweens", que se encontram vulneráveis, uma vez que não possuem estratégias de resistência às solicitações tão intensas como as do marketing. Este os considera como um segmento que representa mercados promissores e influencia-os grandemente. Por isso, esta pesquisa investigou uma amostra de 423 participantes, de 8 a 14 anos, estudantes entre a 3ª e 7ª séries do ensino fundamental de escolas pública e particular, de cidades da Região Metropolitana de Campinas. Teve por objetivo coletar dados para descrever as atitudes, os hábitos, o comportamento econômico dos pré-adolescentes; os fatores que os levam a ser grandes pequenos consumidores; o poder de persuasão que possuem; as influências que recebem da família, da escola, dos amigos, dos meios de comunicação, da propaganda e do marketing. O método de pesquisa é um "survey", com caracterização sociodemográfica. Aplicou-se um questionário com 93 perguntas abertas, fechadas e de múltipla escolha. Os resultados quantitativos da pesquisa foram submetidos à análise exploratória dos dados em relação à sua frequência e porcentagem e as variáveis categóricas foram comparadas através de teste Qui-Quadrado, o que forneceu suporte aos pressupostos da pesquisa, os quais são: a possível homogeneização de comportamentos dos "tweens"; a necessidade de construção de novas alfabetizações, estratégias e conhecimentos; uma educação econômica, com fundamentação na Psicologia Genética e Psicologia Econômica. Os resultados qualitativos foram analisados pelos conteúdos de todas as perguntas, originando-se os eixos "Identidade e relações interpessoais", "Cotidiano econômico", "Mídia". Os resultados sugerem que é urgente reverter o cenário atual, pois o ritmo biológico e psicológico é desrespeitado, não havendo tempo para assimilação e acomodação no sentido mais piagetiano do termo, assim, os padrões de comportamento necessitam de ressignificações. Como contribuição, delineia-se para a Educação Econômica um currículo, uma proposta pedagógica de intervenção e um programa de formação para professores, para auxiliar professores e alunos em tomadas de decisão e em estratégias de ação, favorecendo uma socialização econômica e do consumidor mais racional e consciente. O marco teórico apresenta a Psicologia Econômica, que estuda as manifestações da racionalidade humana na economia. Também apresenta sua história, bases e teóricos mais eminentes. Assim como elege a Epistemologia Genética e a "Lógica das significações" como o fio condutor na compreensão dos comportamentos estudados. A teoria piagetiana embasa o desenvolvimento do ser humano em seus aspectos indissociáveis: físico, intelectual, emocional, afetivo, moral e social, para a construção da autonomia, da solidariedade e da ética em direção à equidade social. A interdisciplinaridade destas teorias podem e devem ser vistas como colaboradoras na compreensão da economia cotidiana e para atuação eficiente nela, utilizando estratégias para adaptação ao meio e para o estabelecimento de relações conscientes e equilibradas. / Abstract: Since II Word War, a new status in the family is given to pre-adolescents and this bias grows notably because of globalization, wich modifies the human relationships and new wants are mediated by symbolisms provoking desires and consumption manipulated by marketing strategies. These new created symbols begin to compose the pre-adolescents or tweens' identity. They are a segment that represents promising markets, that is the marketing point of view. Marketing influences them greatly, and they are vulnerable, because they have no strategies to resist to the intense requests that marketing imputes. So, this research investigated a sample of 423 participants, from 8 to 14 years old, students from the third to the seventh grades of high school, from public and private schools, from some towns belonging to Campinas Metropolitan Region. The research aims were to collect dates to describe the tweens' attitudes, habits and economic behavior; the factors that make them big little consumers; the little naggers they are; the persuasive power they have; the influences they receive from family, school, friends, midia, advertising and marketing. The research method is a survey, with a demographic characterization it was applied a questionnaire, with 93 open, closed and multiple choice questions. The research quantitative results were yielded to the exploratory date analysis related to their frequency and percent. The categorical variables were compared through chi-square test, what provided support to the research presuppositions, which are: the tweens' possible behavior homogeneity; the necessity of new literacies, strategies and knowledge construction; an Economic Education with Genetic Psychology and Economic Psychology foundation. The qualitative results were presented by the subject analysis from all the questions, deriving the axis "Identity and interpersonal relations", "Economic daily", "Midia". The results suggest that is urgent to revert the present-day scenary, as the biological and psychological rhythm is disregarded, because there is no time to assimilation and accommodation in the more piagetian sense of the word. So, the behavior patterns need re-signification. As a contribution, this research outlines a curriculum, an intervention pedagogical project and a teacher training program for an Economic Education that helps teachers and students' decision making and action strategies, sustaining an economic socialization and a consumer socialization more rational and conscious. The theoretical framework presents Economic Psychology, that studies the human rationality manifestations in Economy. It also presents its history, basis and the most important researchers. As well as it elects Genetic Epistemology and "Logic of Meanings", as the conductor wire in the studied behavior comprehension. Piagetian theory is the foundation for human being's evolution in their undissociated aspects: physical, mental, emotional, affective, moral and social, for the authonomy, solidarity and ethics construction toward social equity. These interdisciplinary theories can and must be seen as cooperators, in the daily economy comprehension and the efficient actuation in it, using strategies to the environment adaptation and to the establishment of conscious and equilibrated relations. / Doutorado / Psicologia, Desenvolvimento Humano e Educação / Doutor em Educação

This diploma thesis deals with the issue of consumer socialization. Socialization is influenced by four main factors, which are the media, family, peers and school. The aim of this work is to examine the role that the media play in the process of consumer socialization. The media are examined in the context of other factors that are inseparable from each other and therefore cannot be studied separately. The theoretical part deals with the phenomenon of consumption and consumer society, which are a prerequisite for consumer socialization. It also presents basic knowledge in the field of socialization, the media as a socialization factor and, last but not least, existing knowledge and research associated with consumer socialization. Through qualitative interviews with children aged ten to twelve, data were collected, which was then interpreted by thematic analysis. The analysis shows that children reflect their consumption and consumer desires by what is happening or seen in the media. The media itself is also consumed by children, but in the environment of new media it is often a matter of prosuming, ie that children are both producers and consumers of media content. In the process of consumer socialization, the media can be perceived as a significant actor and at the same time as a link that...

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La question de la transmission intergénérationnelle du « bien manger » se trouve aujourd’hui au cœur des préoccupations des pouvoirs publics, qui souhaitent promouvoir auprès des jeunes générations une conception de la « bonne » alimentation dépassant le cadre de l’équilibre alimentaire ; or, paradoxalement, la littérature sur le rôle des acteurs familiaux dans le développement des connaissances de l’enfant liées à cette conception élargie de la « bonne » alimentation est assez succincte. A l’appui d’études documentaire, qualitative et quantitative menées auprès de parents et de grands-parents, cette recherche analyse le rôle des grands-parents, et parents, dans l’apprentissage du « bien manger » chez l’enfant. Les contributions de ce travail se situent à plusieurs niveaux (1) définition et conceptualisation du construit du « bien manger » (2) identification du rôle spécifique des grands-parents dans la transmission du « bien manger » à l’enfant (3) comparaison entre les parents et les grands-parents des représentations sociales du « repas où les enfants ont bien mangé » et des pratiques de transmission (4) analyse des variables explicatives des pratiques de transmission intergénérationnelle du « bien manger » (représentations du « bien manger », générativité, centralité du rôle parental et grand-parental, reconnexion au passé personnel). / Recently, the question of how to develop the intergenerational transmission of “eating well“ practices, conceived more broadly than “eating healthy”, has received greater attention from public policy makers. However, quite surprisingly, the academic literature in this area is rather scarce. Adopting different methodological approaches – document content analysis, qualitative analysis and quantitative analysis - , this research sheds light on how the intergenerational transmission contributes to children’s learning of “eating well” within families, and on the particular role of grandparents, in comparison with parents, in this process. Theoretical contributions are provided at different levels (1) we define and conceptualize the “eating well” construct (2) we identify the specific role of grandparents in the intergenerational transfer of “eating well” (3) we compare the structure of social representations of “a meal where children have eaten well”, as well as transmission practices, between grandparents and parents; (4) we measure the influence of relevant variables (representations, generativity, parental and grandparental role centrality and reinvolvement with personal past) on intergenerational transmission of practices related to “eating well”.

The Diploma´s Thesis is focused on influence of marketing communication to children to consumer behaviour of the parents. The thesis puts emphasis on cognition the child as a consumer - describes its behaviour depending on the age and its values and subsequently defines the influences of surroundings related to child consumer maturing. The thesis is also engaged in questions connected with influence of the children towards their parents. The main goal is firstly to define and evaluate marketing communication which are according the opinions of children and parents perceived as the most efficient, and secondly specify the parents´ consumer behaviour so to what extent are the parents truly influenced by child, advertisement respectively. For an investigating these facts are used author´s own questionnaire surveys.