Transcript Chapter 6

CHAPTER SIX
The American Society: Families
and Households
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Household Influences
on Consumption Decisions
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Family and Nonfamily Households
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Consumer Insight 6-1
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• Do you agree that unmarried couples will
become increasingly more common?
• What needs do unmarried couples have that
demographically similar married couples do
not have?
• Should firms such as banks develop and
advertise products to meet the unique needs of
this group?
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Stages of the Household Life Cycle
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HLC/Occupational Category Matrix
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Types of Roles Found in Families
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Everyone has a role:
• Users:
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product
Gatekeepers:
Influencers:
Deciders:
Buyers:
Maintainers:
Persons who use/consume the
Information Controllers
Evaluation Assistants
Actual Decision Makers
Purchase Makers
Maintenance Personnel
Household Decision-Making Process
for Children’s Products
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Relative Influence of Decision Makers
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Who in the family has the most influence?
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Wife-dominated decisions
Husband-dominated decisions
Autonomic decisions
Syncratic decisions
Child-Dominated decision
Husband/Wife Decision Roles
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Conflict Resolution
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Bargaining
Impression management
Use of Authority
Reasoning
Playing on emotion
Additional information
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Conclusions on Decision Making
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Involvement differs at different stages
Family member involvement
Making decisions for others
Situational impacts: Product Category
Conflicts are more common than
agreement
How does this influence
marketing strategy?
Impact on Marketing Strategy
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Targeting Fathers emphasizing fun with children
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Consumer Insight 6-2
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• Parents need to teach their children appropriate
consumption skills. However, parents are not
taught how to do this. How should parents
learn what and how to teach their children
about consumption?
• Should consumption skills be taught in school?
If so what should be taught and in which
grades?
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Consumer Socialization
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The Process by which young people
acquire skills, knowledge, and attitudes
relevant to their functioning as
consumers in the marketplace
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The Ability of Children to Learn
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Piaget’s stages of cognitive development
• Stage 1: Sensorimotor intelligence (0-2 yrs.)
• Stage 2: Preoperational thoughts (3-7 yrs.)
• Stage 3: Concrete operations (8-11 yrs.)
• Stage 4: Formal operations (12-15 yrs.)
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The Content of Consumer Socialization
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• Consumer skills – those capabilities necessary
for purchases to occur such as understanding
money, budgeting, product evaluation, and so
forth.
• Consumption-related preferences – the
knowledge, attitudes, and values that cause people
to attach differential evaluations to products,
brands, and retail outlets.
• Consumption-related attitudes – cognitive and
affective orientations toward marketplace stimuli
such as advertisements, salespeople, warranties,
and so forth.
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The Process of Consumer Socialization
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• Instrumental training – occurs when a
parent or sibling specifically and directly
attempts to bring about certain responses
through reasoning or reinforcement.
• Modeling – occurs when a child learns
appropriate, or inappropriate, consumption
behaviors by observing others.
• Mediation – occurs when a parent alters a
child’s initial interpretation of, or response
to, a marketing or other stimulus.
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The Dangers of food as a reward…
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The Supermarket as a Classroom
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McNeal 5 stage model of how children learn to
shop:
• Stage 1: Observing
• Stage 2: Making Requests
• Stage 3: Making Selections
• Stage 4: Making Assisted Purchases
• Stage 5: Making Independent Purchases
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Marketing to Children
Now that we know
why on a
conceptual/functional
level…
…is it ethical?
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