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Visual representation of the buying act by children of high-income families

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Author Info

  • Andres Rodriguez Veloso

    (Universidade de São Paulo.)

  • Diogo Forjado Nunes Hildebrand

    (Grenoble Ecole de Management.)

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    Abstract

    This study focuses on identification of the visual representation of the shopping act by children in the range of nine years old. We asked students at a private school catering to high-income families to draw pictures about “going shopping”. The data collection process was aimed at identifying what a particular group thinks about a determined topic, that is, the social representation of shopping among this group of kids. The results indicate that these children view consumption as a moment of pleasure, generally engaged in individually, and they do not yet fully understand the concept of money and the need to pay for products. Besides this, the children studied presented some difficulties in correctly representing the names of brands, but were reasonably accurate in representing logos.

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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 10 (2013)
    Issue (Month): 3 (July)
    Pages: 1-33

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    Handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:3:p:1-33

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    Related research

    Keywords: Marketing; consumer behavior; visual representation; child consumers.;

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    1. Ward, Scott, 1974. " Consumer Socialization," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 1-14, Se.
    2. John, Deborah Roedder, 1999. " Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 183-213, December.
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