Stages of Consumer Socialization

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What are the three stages of consumer socialization identified in the research?

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1. Perceptual (3–7 years old) 2. Analytical (7–11 years) 3. Reflective (11–16 years)

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What happens during the Perceptual stage of consumer socialization?

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Children begin to distinguish ads from programs, associate brand names with product categories, and understand the basic script of consumption.

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What occurs during the Analytical stage of consumer socialization?

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Children capture the persuasive intent of ads, process functional cues regarding products, and develop purchase influence and negotiation strategies.

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What characterizes the Reflective stage of consumer socialization?

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Children understand advertising tactics and appeals, become skeptical about ads, understand complex shopping scripts, and can influence purchases.

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What is one tactic children use to influence parents during the consumer socialization process?

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Pressure: The child demands, threatens, and tries to intimidate the parents.

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What is the 'Exchange' tactic in consumer socialization?

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The child promises something (e.g., to 'be good' or to clean her or his room) in exchange for a purchase.

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What does the 'Rational' tactic involve in consumer socialization?

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The child uses logical arguments and factual evidence to influence parents.

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What is the 'Consultation' tactic in consumer socialization?

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The child seeks parents’ involvement in the decision-making process.

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What does the 'Ingratiation' tactic entail in consumer socialization?

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The child tries to get the parent in a good mood first and then makes the request.