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On becoming a consumer: the development of consumer behavior patterns in childhood

Author: McNeal, James U. Publisher: Butterworth-Heinemann, 2007.Language: EnglishDescription: 408 p. : Ill./Photos ; 24 cm.ISBN: 075068335XType of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.32 .M36 2007
(Browse shelf)
Available 900180429
Total holds: 0

Includes bibliographical references and index


TABLE OF C O N T E N T S On Becoming a Consumer On Becoming a Consumer Part I INTRODUCTION 1 ON BECOMING A CONSUMER 3 Vignette: Yulan Wang Becomes a Fast-Food Consumer 3 Introduction 4 11 What Is Consumer Behavior and Who Is a Consumer? 9 Independent and Dependent Consumer Behavior Why Dwell on the Development of Consumer Behavior Patterns in Childhood? 12 Most Behavior of People Is Consumer Behavior 12 Consumer Behavior Is 24/7/360 13 Consumer Behavior Provides for Others 16 Consumer Behavior Is for Self-Image 17 Consumer Behavior Is Part of the Imagination 18 Consumer Behavior Facilitates Cognitive and Physical Development 18 Consumer Behavior Is the Most Gratifying of All Activities 20 Consumer Behavior Is the Essence of a Developed Society 20 Consumer Behavior Is a Directive to Marketers 21 What Is Meant by Consumer Development? 22 Stage One: Observation (0-6 Months) 27 Stage Two: RequestingISeeking (6-24 Months) 28 Stage Three: SelectingITaking (24-48 Months) 29 Stage Four: Co-Purchase (48-72 Months) 30 Stage Five: Independent Purchase (72-100 Months) 30 In the Rest of the Book 31 Part II ENVIRONMENTS IN W H I C H CONSUMER BEHAVIOR PATTERNS DEVELOP 2 THE PHYSICAL ENVIRONMENT AND ITS INFLUENCE ON THE DEVELOPMENT OF CONSUMER BEHAVIOR PAITERNS 35 Vignette: Tony's Photo of His Favorite Place and Favorite Things 35 The Two Environments: Physical versus Social 37 The Contents of the Physical Environment: Objects, Objects, Objects 39 The Nature of the Physical Environment 43 It Develops with the Child 44 It Participates in the Child's Development 47 It Is Inanimate but Can Seem Animate to Children 49 It Is Mostly Commercial 52 It Has Its Dangerous Side 53 Origins of the Physical Environment 55 Discussion 59 3 THE SOCIAL ENVIRONMENT CONTRIBUTIONS O F SOCIAL OBJECTS TO THE DEVELOPMENT O F CONSUMERS 65 Vignette: Two-Year-Old Howie Finds His Favorite Brand at Daycare 65 Children's Two Environments: Social and Physical 66 Contents of the Child's Social Environment: People and Near-People 67 Nature of the Social Environment: Adults and Peers 71 Stages of Social Development 76 Becoming a Relational Person 77 Becoming a Boy or Girl 78 Identity Formation 79 Cognitions of Self 82 Cognitions of Others 83 Discussion 87 Part Ill T H E RELATIONSHIP B E T W E E N CONSUMER DEVELOPMENT A N D T H E DEVELOPMENT O F T H E PERSON 4 PHYSICALIMOTOR DEVELOPMENT AND ITS RELATIONSHIP TO CONSUMER DEVELOPMENT 95 Vignette:Wei Shen's Fast-Food Purchase 95 Introduction 97 Physical Growth 98 Motor Development 100 Phases of Motor Development 102 Reflexive Behavior Phase (-5-12 Months) 103 Rudimentary Movement Abilities Phase (0-24 Months) 104 Fundamental Movement Abilities Phase (24-84 Months) 110 Sports-Related Movement Phase (7-14 Years and Up) 113 Discussion 116 5 COGNITIVE DEVELOPMENT AND ITS RELATIONSHIP TO CONSUMER DEVELOPMENT 121 Vignette: Shandra, the Eight-Year-Old Housekeeper 121 Introduction 123 What Is Meant by Cognitive .Development? 123 Stages of Cognitive Development 124 Sensorimotor Stage: Composed of Six Substages (0-24 Months) 127 Random and Reflex Actions Substage (0-1 Month) 128 Primary Circular Reactions Substage (1-4 Months) 129 Secondary Circular Reactions Substage (4-8 Months) 130 Coordination of Secondary Schemes Substage (8-12 Months) 231 Tertiary Circular Reactions Substage (12-18 Months) 132 Invention of New Means via Mental Combinations Substage (18-24 Months) 133 Preoperational Thought Stage (24-84 Months) 134 Concrete Operations Stage (84-132 Months) 138 Formal Operations Stage (132-180 Months) 141 Discussion and Analysis of Piagetian Theory of Cognitive Development 145 Part IV STAGES OF CONSUMER BEHAVIOR DEVELOPMENT 6 STAGE ONE OF CONSUMER DEVELOPMENT OBSERVATION (0-6 MONTHS) 155 Vignette: Baby Goes Shopping 155 Introduction 157 Consumer Development Briefly 158 The Consumer Environment 160 Stages of Consumer Behavior 162 Fist Stage of Consumer Development: Observation (0-6 Months) 163 Random Observation Substage (0-2 Months) 164 Voluntary Observation Substage (2-6 Months) 166 Development of Consumer Behavior Patterns Outside the Home 172 Discussion: Formation of Basic Consumer Behavior Patterns 177 ADDENDUM: Research Thinking and Procedures Used for Measuring and Understanding Consumer Development among Children and Their Households 179 7 STAGE TWO OF CONSUMER DEVELOPMENT: SEEKINGJREQUESTING ( 6 2 4 MONTHS) 187 Vignette:Making a Smart Consumer Out of a Two-Year-Old 187 Introduction 188 Stage Two: SeekingIRequesting ( 6 2 4 Months) 191 Substage One: Pre-LanguageIPre-Legs (6-14 Months) 191 Pre-Legs 191 Pre-Language 194 Substage Two: Post-Language and Post-Legs (14-24 Months) 197 Walking 197 Talking 200 Consumer Memory 206 How MuchIHow Often Do Children SeekIRequest Things? 21 1 Discussion 212 8 STAGE THREE O F CONSUMER DEVELOPMENT SELECTINGRAKING (24-48 MONTHS) 215 Vignette: Lawrence: A Terrible-Two Taker 215 Introduction 217 Physical/Motor Skills (24-48 Months) 218 Cognitive Skills (24-48 Months) 222 Terrible Twos: A Special Situation at This Time 226 Stage Three: Selectingmaking 230 Selectingmaking in the Home Environment 232 Selectingmaking in the Market Environment 235 Selectingmaking at Daycare 239 Discussion 240 9 STAGE FOUR O F CONSUMER DEVELOPMENT: CO-PURCHASE (48-72 MONTHS) 245 Vignette: Carlos and His Mom Buy Paper for School and Ice Cream for Dad at the Supermarket 245 Introduction 247 Physical Development 248 Cognitive Development 255 Zone of Proximal Development 259 Motives 260 Stage Four of Consumer Development (48-72 Months) 261 Consumer Behavior Patterns at Home 261 Accumulating and Collecting Objects 261 Money Collection, Use and Meaning 263 Helping at Home 265 Consumer Behavior at School 266 Consumer Behavior in the Marketplace 267 Discussion 273 10 STAGE FIVE: THE INDEPENDENT PURCHASE (72-100 MONTHS) 277 Vignette: Jimmy and His Pal, Chris, as Independent Consumers 277 Introduction 278 Environment Expansion: School 280 Physical Status of Children 289 Development of Gross Motor Skills 290 Development of Fine Motor Skills 292 Cognitive Development 294 Self-lmage 295 Logical Thinking 295 Symbolic Representation 296 Moral Reasoning 298 Stage Five: Independent Purchase (72-100 Months) 299 Money 301 Motives 303 Methods 305 Consumer Behavior Patterns: Out-of-Home 307 What They Buy 307 Where They Buy 308 When They Buy 309 Consumer Behavior Patterns: In-Home Discussion 313 Part V ROLE O F PARENTS A N D MARKETERS IN CONSUMER DEVELOPMENT 310 Consumer Behavior Patterns beyond 100 Months 311 11 ROLE OF PARENTS IN CONSUMER DEVELOPMENT 319 Vignette:A Father's Thoughts about His Schoolchildren's Field Trips to Retail Outlets 31 9 Introduction 321 Parents' Participation in Children's Consumer Development 324 Stage One: Observation (0-6 Months) 324 Stage Two: Requesting (6-24 Months) 326 Stage Three: SelectingITaking (2448 Months) 328 Stage Four: Co-Purchase (48-72 Months) 330 Stage Five: Independent Purchase (72-100 Months) 332 Parents Hand Down Basic Consumer Behavior Patterns to Their Children 333 Good Consumer Behavior Patterns 333 Bad Consumer Behavior Patterns 337 Parents Hand Down a Consumer Gene or Something Like It to Their Children 342 Parents Make Children Rich in Market Potential 348 Conclusions 350 12 ROLE O F MARKETERS IN CONSUMER DEVELOPMENT 353 Vignette: One Family's Attempts to Protect Its Children from Marketing Messages 353 Introduction 355 Why Do Marketers Target Children as Consumers? 357 Marketing's Participation in Children's Consumer Development 359 Stage One: Observation (0-6 Months) 360 Stage Two: Requesting (6-24 Months) 361 Stage Three: SelectingITaking (24-48 Months) 362 Stage Four: Co-Purchase (48-72 Months) 364 Stage Five: Independent Purchase (72-100 Months) 366 Summary of Marketing Efforts Targeting Children 369 Criticisms of Marketing to Children 373 A Final Note about Marketers' Role in Consumer Development 387 SUBJECTINDEX 391

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