MKTG101 Consumer Behaviour - Lecture Four Summary

Key vocabulary and theoretical concepts from the Lancaster University MKTG101 summary lecture regarding children as consumers, consumer socialisation, and student consumption patterns.

Roedder-John (1999)

Theory outlining how children are socialised from a young age into consumer society.

Reverse socialisation

A process in the digital world where children are more savvy than adults and can influence their elders’ consumer behavior.

Consumer socialisation

An on-going process of learning where individuals develop the skills and knowledge relevant to their functioning as consumers in the marketplace.

Ofcom

A real-life example resource used to support the phenomenon of digital savviness in children compared to adults.

ASA rulings

Advertising Standards Authority rulings used as sources to analyze marketing regulations and the success of bans in protecting vulnerable consumers.

Stages of socialisation

The specific phases of consumer development categorized as perceptual, analytical, and reflective.

Individual differences

The unique factors in the socialisation process that include agents, processes, and outcomes.

Acculturation theory

A theoretical framework used to explore how consumption patterns change and adapt when individuals first encounter new environments, such as starting student life.

Translation (Penaloza, 1994)

A theoretical notion used to analyze how theory is observed or practiced within an individual’s lived experience.

Re-socialisation

The process of adapting consumption patterns to a new environment or life stage, often contrasted with the concept of continuous learning.

Vulnerability

The state of certain consumer groups, such as children, who may be savvy to advertising yet remain susceptible to marketing loopholes and health repercussions.