MCS 2600 Lecture Notes - Lecture 8: Saturated Fat, Sports Equipment, Trans Fat

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

Consumer socialization is the processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace. Children become brand aware as they age and begin to prefer brands more than non-branded items. Brand knowledge starts with child-oriented product categories such as toys and food, and by age 8 children can name multiple products in categories targeted to them. Children"s consumption requests start with food-related items and grow to include toys, clothing, sporting goods, and video games as children age. Children have the most influence over child-related items and children from higher socioeconomic classes influence parents more than those of lower socioeconomic status. Regarding advertising to children, there is a consensus that even if children understand the purpose of promotional messages, marketers must take special care in advertising to them because of the amount of time kids spend viewing tv and online.