Czym się bawić? Funkcje marek dla dzieci – raport z badań siedmiolatków

• Authors: Aneta Duda

Abstracts

EN

The purpose of this article is to provide a theoretical and empirical explanation of how the consumer socialization works with children of 7/8 years. This paper poses questions about the way brands are discussed in social situations in the environment of school class. It explores children’s socializations into consumer-brand relationships and the influence that marketing texts have on their everyday social experiences. The analysis of children’s talk about brands is critical in order to understand the ways that brands (with parents, siblings and peers) socialize them into consumer culture. The first section presents contemporary discussion of children’s consumption phenomena. The second section emphasis on researching with 14 groups of primary Polish pupils in Lublin. It uses data analysis born of in-depth interviews analysis. This study is based on principles of cultural studies and discourse and functional analysis which approach as a means to enhance richness and uniqueness in the area of children’s consumption. In order to understand children’s brand consumption the paper indicates five main functions emerged from the data: 1. Exploring consumer culture through play and gratification 2. Seeking safety in an overabundance 3. Identification and gender socialization 4. Belonging to a group and rivalry 5. Utilitarian functions. Author argues that consumption ideology and their discourses are not increasingly define children’s everyday social experiences. 7/8-year-olds were not a coherent group significantly interested in brands and consumption, but on the other hand, they were not a group that did not interested in them at all. Counter to the (mainly polish) literature children have not extensive knowledge of brands and brands are not so emerging in their lives.

Keywords

EN

brand relationships; brand symbolism; consumer culture; child consumer; consumer socialization

• Publisher: Wydawnictwo Adam Marszałek
• Journal: Kultura i Edukacja
• Year: 2014
• Issue: 3(103)
• Pages: 288-312

Dates

published

2014

Contributors

author

Aneta Duda

• Katolicki Uniwersytet Lubelski Jana Pawła II

References

• Achenreiner G.B., John D.R., The Meaning of Brand Names to Children: A Developmental Investigation, „Journal of Consumer Psychology” 2003, nr 13(3).
• Arnould E.J., Thompson C.J., Consumer Culture Theory (CCT): Twenty Years of Research, „The Journal of Consumer Research” 2005, nr 31(4).
• Baker S.M., Gentry J.W., Kids as Collectors: a Phenomenological Study of First and Fifth Graders, „Advances in Consumer Research” 1996, nr 23.
• Belk R.W., Kenneth D.B., Mayer R.N., Developmental Recognition of Consumption Symbolism, „Journal of Consumer Research” 1982, nr 9.
• Belk R.W., Possessions and the Extender Self, „Journal of Consumer Research” 1988, nr 15(2).
• Berey L.A., Pollay R.W., The Influencing Role of the Child in Family Decision Making, „Journal of Marketing Research” 1968, nr 5.
• Berry L.L., Relationship Marketing of Services – Growing Interest, Emerging Perspectives, „Journal of the Academy of Marketing Science” 1995, nr 23(4).
• Blackston M., Observations: Building Brand Equity by Managing the Brand’s Relationship, „Journal of Advertising Research” 1992, nr 32(3).
• Błońska A., Komu zagraża materializm, strona Money.pl, http://manager.money.pl/styl/ciekawostki/artykul/komu;zagraza;materializm,88,0,296280.html.
• Bogunia-Borowska M., Bohaterowie medialnej rzeczywistości filmów dla dzieci. Na przykładzie Boba Budowniczego i Marty oraz innych współczesnych bohaterów dziecięcych [w:] Dziecko w świecie mediów i konsumpcji, M. Bogunia-Borowska (red.), Kraków 2006.
• Cateora P.R., An Analysis of the Teenage Market, Austin 1963.
• Chan K., Exploring Children’s Perceptions of Material Possessions: A Drawing Study, „Qualitative Market Research: An International Journal” nr 9(4).
• Dotson M.J., Hyatt E.M., Major Influence Factors in Children’s Consumer Socialization, „Journal of Consumer Marketing” 2005, nr 1(22).
• Douglas M., Isherwood B., The World of Goods: Towards an Anthropology of Consumption, London 1979.
• Foster J., Conceptualizing the Consumer-Brand Relationship as a Truly Dyadic Process, Louisiana 2010.
• Fournier S., Consumer and Their Brands: Developing Relationship Theory in Consumer Research, „Journal of Consumer Research” 1998, nr 24(4).
• Fox R.F., Manipulated Kids: Teens Tell How Ads Influence Them, http://www.asc.upenn.edu/gerbner/Asset.aspx?assetID=818.
• Guest L.P., Brand Loyalty – Twelve Years Later, „Journal of Applied Psychology” nr 39.
• Gunter B., Furnham A., Children as Consumers, London 1998.
• Hamilton C., Marketing and Modern Consumerism, http://clivehamilton.com/marketing-and-modern-consumerism.
• Hemsey S., How Pre-schoolers Bond with Brands. London 2004.
• Ji M., Children’s Relationships with Brands: “True Love” or “One-Night” Stand? „Psychology & Marketing” 2002, nr 19(4).
• Ji M.F., Child-brand relations: a conceptual Framework, „Journal of Marketing Management” 2008, nr 25.
• John D.R., Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research, „Journal of Consumer Research” 1999, nr 26(3).
• Kline S., The Making of Children’s Culture [w:] The Children’s Culture Reader, H. Jenkins (red.), New York 1998.
• Łaciak B., Społeczny świat dziecka, Warszawa 1998.
• Leszczuk A., Reklamowanie na ekranie, czyli dlaczego dzieci lubią oglądać reklamy, „Edukacja Medialna” 1999, nr 1.
• Lindstrom M., Dziecko reklamy. Dlaczego nasze dzieci lubią to, co lubią, Warszawa 2005.
• Lisowska-Magdziarz M., Pasażer z tylnego siedzenia. Media, reklama i wychowanie w społeczeństwie konsumpcyjnym, Warszawa 2011.
• Marvin E., Gorn G.J., Some Unintended Consequences of TV Advertising to Children, „Journal of Consumer Research” 1978, nr 5.
• Materializm dzieci powiązany z niską samooceną, http://www.zw.com.pl/artykul/198390.html?print=tak.
• McNeal J.U., Children as Consumers, Austin 1964.
• McNeal J.U., The Kids’ Market: Myths and Realities, New York 1999.
• Moschis G.P., Churchill G.A., Consumer Socialization: A Theoretical and Empirical Analysis, „Journal of Marketing Research” 1978, nr 15.
• Moschis G.P., Moore R.L., Decision Making among the Young: A Socialization Perspective, „Journal of Consumer Research” 1979, nr 6.
• Rodhain A., Brands and the Identification Process of Children, „Advances in Consumer Research” 2006, nr 33(1).
• Rossiter J.R., Visual and Verbal Memory in children’s Product Information Utilization, „Advances in Consumer Research” 1975, nr 3.
• Samborska I., Dziecko w świecie konsumpcji. Pedagogiczny wymiar zjawiska, Bielsko-Biała 2009.
• Schor J.B., Born to Buy: The Commercialized Child and the New Consumer Culture, New York 2004.
• Schor J., America’s most wanted. Inside the world of Young Consumers, http://bcm.bc.edu/issues/fall_2004/ft_schor.html.
• Schouten J.W., McAlexander J.H., Subcultures of Consumption: An Ethnography of New Bikers, „Journal of Consumer Research” 1995, nr 22(1).
• Schulman Y., Clancy K., Adults and Children, a Real Gap, „Adweek” 1992, nr 10.
• Seiter E., Sold Separately: Parents and Children in Consumer Culture, New Brunswick 1993.
• Shimp T.A., Advertising and Promotion: Supplemental Aspects of Integrated Marketing Communications, Fort Worth 2000.
• Steinberg S.R., Kincheloe J.L., Kinder-Culture: The Corporate Construction of Childhood, Oxford 1997.
• Szlendak T., Komercjalizacja dzieciństwa: kilka uwag krytycznych o niewygodach wychowywania dzieci w kulturze konsumpcji, „Kultura i Edukacja” 2005, nr 2.
• The Subcultures Reader, K. Gelder, S. Thorton (red.), New York 1997.
• Ward S., Consumer Socialization, „Journal of Consumer Research” 1974, nr 1.
• Wechsler P., Hey, Kid, Buy This! „Business Week” 1997, nr 30.
• Yeh Ch-H., A Cross-Cultural Study of Children’s Consumer Socialization in Hong Kong, New Zeland, Taiwan, and the United States, „Asia Pacifics Journal of Marketing and Logistics” 1993, nr 5(3).
• Żarkiewicz-Pacak A., Wpływ reklamy telewizyjnej na dzieci w wieku szkolnym, „Edukacja Medialna” 2002, nr 1.

Identifiers

DOI

10.15804/kie.2014.03.15

Biblioteka Nauki

2050218