On Becoming a Consumer: The Development of Consumer Behavior Patterns in Childhood

ISBN-13: 9780750683357 / Angielski / Twarda / 2007 / 428 str.

James U. McNeal

Opis

This book is intended as an easy-to-read theoretical discussion of the development of consumer behavior patterns from age zero to one-hundred months-the time period during which people become bona fide consumers according to the author's consumer behavior research. Virtually all research among children as consumers is based on socialization theory rather than developmental theories. Thus, the focus is always on children's consumer behavior and the agents from which they learn it. Thus, they are considered as ongoing consumers. This book on the other hand, looks at how children develop as consumers using developmental thinking from psychology, psychiatry, neurology, physical education, and behavioral genetics and does it in a readable fashion. It introduces some new concepts, but they are presented as useful and practical. The author draws heavily on his research researc in China.

Spis treści

ON BECOMING A CONSUMER: DEVELOPMENT OF CONSUMER BEHAVIOR PATTERNS IN CHILDHOOD James U. McNeal

PART I. INTRODUCTION
CHAPTER 1 On Becoming a Consumer
Vignette: Yulan Wang Becomes a Fast Food Consumer
Introduction
What Is Consumer Behavior and Who Is a Consumer
Independent and Dependent Consumer Behavior
Why Dwell on the Development of Consumer Behavior Patterns in Childhood
Consumer Behavior Is 24-7-360
What Is Mean by Consumer Development
In the Rest of the Book


PART II ENVIRONMENT
CHAPTER 2 Physical Environment of Consumer Development
Vignette: Tony's Photo of His Favorite Place and Favorite Things
Two Environments: Physical vs. Social
The Contents of the Physical Environment: Objects, Objects, Objects
The Nature of the Physical Environment
Origins of the Physical Environment
Discussion

CHAPTER 3 Social Environment of Consumer Development
Vignette: Two-year-old Howie's Favorite Brand
Children's Two Environments: Social and Physical
Contents of the Child's Social Environment: People and Near-People
Nature of the Social Environment: Adults and Peers
Stages of Social Development
Discussion

PART III PERSONAL DEVELOPMENT
CHAPTER 4 Motor Development and Its Relation to Consumer Development
Vignette: Wei Shen's Fast Food Purchase
Physical Growth
Motor Development
Phases of Motor Development
Discussion

CHAPTER 5 Cognitive Development and Its Relation to Consumer Development
Vignette: Shandra, the Eight-year-old Housekeeper
Introduction
What Is Meant by Cognitive Development
Stages of Cognitive Development
Sensorimotor Stage (0-24 months)
Preoperational Thought Stage (24-84 months)
Concrete Operational Stage (84-132 months)
Formal Operational Period (132-180 months)
Discussion of Piagetian Theory of Cognitive Development

PART IV CONSUMER DEVELOPMENT
CHAPTER 6 Stage One: Observation
Vignette'Baby Goes Shopping
Introduction
Consumer Development Briefly
The Consumer Environment
Stages of Consumer Development
First Stage of Consumer Development: Observation (0-6 months)
Development of Consumer Behavior Patterns Outside the Home
Discussion: Formation of Basic Consumer Behavior Patterns
ADDENDUM: Research Thinking and Procedures Used for Measuring and Understanding Consumer Development among Children and Their Parents

CHAPTER 7 Stage Two: Seeking/Requesting
Vignette: Making a Smart Consumer Out of a Two-year-old
Introduction
Stage Two: Seeking/Requesting (6-24 months)
Substage One: Pre-language/Pre-legs (6-14 months)
Substage Two: Post-language and Post-legs (14-24 months)
Consumer Memory
How Much/How Often Do Children Seek/Request Things
Discussion

CHAPTER 8 Stage Three: Selecting/Taking
Vignette: Lawrence, a Terrible-Two Taker
Introduction
Terrible Two's: A Special Situation
Stage Three: Selecting/Taking
Discussion

CHAPTER 9 Stage Four: Copurchase
Vignette: Carlos and His Mom Buy School Supplies and Ice Cream at the Supermarket
Introduction
Physical/Motor Phase
Cognitive Abilities
Consumer Behavior Patterns at Home
Consumer Behavior at Day Care and Kindergarten
Consumer Behavior in the Marketplace
Seeking/Requesting
Selecting/Taking, Co-Shopping
Stage Four: Co-Purchase
Discussion

CHAPTER 10 Stage Five: Independent Purchase
Vignette: Jimmy and His Pal, Chris, as Independent Consumers
Introduction
Environment Expansion: School
Physical Status of Children
Cognitive Development
Stage Five: Independent Purchase
Consumer Behavior Patterns: Out-of-home
Consumer Behavior Patterns: In-home
Discussion


PART V DISCUSSION AND CONCLUSIONS
CHAPTER 11: Parenting Implications of Consumer Development in Childhood'in progress
CHAPTER 12: Marketing Implications of Consumer Development in Childhood'in progress

O autorze

James U. McNeal