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1 – 10 of 213Leah Watkins and Robert Aitken
The purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development.
Abstract
Purpose
The purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development.
Design/methodology/approach
A total of 15 parent/children dyads provided a novel and participatory approach. Children were accompanied to their local supermarket to conduct a grocery shop for their families and asked to explain the reasons for each consumption choice. Parents were interviewed separately to discuss their role in the development of their children’s consumer competence. Both sets of responses were analysed thematically to identify commonalities.
Findings
The research identified four themes comprising children’s consumer competence: decision-making; advertising, brands and promotion; financial awareness and shopping knowledge. The themes are the result of an intentional process of parental socialization that enable children to move from simple to complex and contingent shopping scripts as an essential stage in the development of their consumer competence.
Research limitations/implications
Although the study comprised a mixed sample of participants, its small size prevents extrapolation of the results to inform wider conclusions. It should also be noted that the influence of social desirability bias needs to be acknowledged.
Originality/value
Results show that children are highly aware of the competing demands of individual and family needs and able to make the consumption decisions necessary to meet them. These decisions are underpinned by parental values and attitudes that are explicit in the socialization of their children’s consumption. The authors define children’s consumption competence as the ability to make informed, independent, contingent, complex and values-based consumption decisions.
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Kirsten Jane Robertson, Robert Aitken, Maree Thyne and Leah Watkins
This paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home.
Abstract
Purpose
This paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home.
Design/methodology/approach
Participants included 486 parents of pre-schoolers. A cross-sectional design involving a quantitative online survey measured the number and age of children in the home, parents’ mediation styles and advertising attitudes, parents’ levels of education and pre-schoolers’ television exposure.
Findings
Co-viewing was the most frequent viewing experience followed by instructive and restrictive mediation. A univariate analysis revealed that parental education and negative attitudes towards advertising were associated with less viewing time for pre-schoolers, although the presence of other siblings mediated this relationship. Logistic regression revealed mediation styles were associated with parental education, attitudes towards advertising, viewing time and the presence of other siblings. Pre-schoolers with an older sibling were less likely to experience co-viewing and more likely to experience instructive mediation.
Research limitations/implications
The findings revealed that parents of pre-schoolers are concerned about advertising to children and actively mediate their child’s exposure. Parental attitudes and education, and sibling composition influence pre-schoolers’ television consumption, and pre-schoolers with an older sibling might be most vulnerable to negative media effects. The sample was limited to primarily higher educated parents and might not generalize.
Originality/value
The study extends the field by focusing on pre-schoolers and provides novel insights into the influence of sibling composition on television consumption.
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Leah Watkins, Robert Aitken, Maree Thyne, Kirsten Robertson and Dina Borzekowski
The purpose of this paper is to understand the factors influencing young children’s (aged three to five years) understanding of brand symbolism.
Abstract
Purpose
The purpose of this paper is to understand the factors influencing young children’s (aged three to five years) understanding of brand symbolism.
Design/methodology/approach
Multiple hierarchical regression was used to analyse the relationships between age, gender and environmental factors, including family and the media, on the development of brand symbolism in pre-school children based on 56 children and parent dyad interviews.
Findings
Results confirmed the primary influence of age, television exposure and parental communication style on three to five-year-old children’s understanding of brand symbolism. The study demonstrates that the tendency to infer symbolic user attributes and non-product-related associations with brands starts as early as two years, and increases with age throughout the pre-school years. Children exposed to more television and less critical parental consumer socialisation strategies are more likely to prefer branded products, believe that brands are better quality and that they make people happy and popular.
Social implications
Identifying the factors that influence the development of symbolic brand associations in pre-school children provides an important contribution to public policy discussions on the impact of marketing to young children.
Originality/value
The paper extends existing research by considering, for the first time, the role of environmental factors in pre-schooler’s understanding of brand symbolism. The results provide a more informed basis for discussion about the impact of marketing messages on very young children and the environmental factors that may lead to a more critical engagement with brands.
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Aisha Wood Boulanouar, Robert Aitken, Zakaria Boulanouar and Sarah Jane Todd
The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and…
Abstract
Purpose
The purpose of this paper is to improve the quality and efficacy of data collected from Muslim respondents, particularly women, through an examination of Islamic teachings and illustrated using a “conservative” paradigm of practice. The paper is designed to be helpful to researchers in designing both their projects and their data collection methods.
Design/methodology/approach
The paper is conceptual, in that it provides an overview of some important, often overlooked or misunderstood areas on which studies have been based and gives frameworks and also ethical pointers to researchers.
Findings
Framed to explain approaches to “conservative” Muslim women in societies across the globe, what is presented herein allows insight into all varieties of Muslim practice. This is achieved by explaining the possible objections to different methodologies and techniques of research for Muslim women at the “conservative” end of the practicing spectrum – this allowing a highlighting of ideas and ideals applicable across the spectrum.
Practical implications
Useful for academic researchers and also commercial researchers, potentially saving both time and money by pointing out possible errors in research design while also ensuring good ethical practice. The paper is offered to assist researchers in eliciting full and frank responses from Muslim respondents based on informed and thoughtful research design and data collection and providing possibly contextualisation(s) of what is said to enhance data analysis and interpretation.
Originality/value
Believed to be the first paper of its kind in English, this conceptual paper provides insight for researchers aiming to get the most useful and ethically sound outcomes for those interviewed, as well as those interviewing.
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Explains the 1987 Report by the Law Commission on combinedownership of land and blocks of flats. Concludes that the Reportaddresses current (1993) unfair situations. Urges that…
Abstract
Explains the 1987 Report by the Law Commission on combined ownership of land and blocks of flats. Concludes that the Report addresses current (1993) unfair situations. Urges that there must be impetus to adopt the Report. Fears that the issue has been “placed on the back burner”.
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Examines the effect of the 1980 Right to Buy legislation on localauthority housing departments′ service charges collection. Considersoutline procedures of the statutory code…
Abstract
Examines the effect of the 1980 Right to Buy legislation on local authority housing departments′ service charges collection. Considers outline procedures of the statutory code, leases, estimates and consultation, direct works departments, fees, charging areas, insurances, auditing, and service charges held in trust. Concludes that local authority departments should be aware of their obligations to a growing percentage of their housing stock, since it has a duty of care.
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Highlights important policy issues in respect of the proposedcommonhold system, and how it may affect long leaseholders andlandlords/freeholders. Discusses the College of Estate…
Abstract
Highlights important policy issues in respect of the proposed commonhold system, and how it may affect long leaseholders and landlords/freeholders. Discusses the College of Estate Management Report 1990, and parts I to IV of the Lord Chancellor′s Consultation Paper on commonhold. Sets out the method, and systems to form and control commonholds, and the mechanism to wind‐up commonholds where required.
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David Ballantyne and Robert Aitken
This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice.
Abstract
Purpose
This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch impacts on business‐to‐business branding concepts and practice.
Design/methodology/approach
Vargo and Lusch argue that service interaction comes from goods‐in‐use as well as from interactions between a buyer and a supplier. Their key concepts are examined and the branding literature critically compared.
Findings
Goods become service appliances. Buyer judgments about the value‐in‐use of goods extends the time‐logic of marketing. The exchange concept is no longer transaction bound. Service‐ability (the capability to serve) becomes the essence of a firm's value propositions. Service experience becomes paramount in developing and sustaining the life of a brand.
Research limitations/implications
S‐D logic highlights the need for rigour and clarity in the use of the term “brand”. It also opens up for consideration a variety of previously unexplored contact points in the customer service cycle, expanded to include customer assessments of value‐in‐use.
Practical implications
S‐D logic encourages extending brand strategies into a wider variety of communicative interaction modes.
Originality/value
Some of the issues raised are not new but currently compete for attention in the shadow of media‐dominant approaches to branding.
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