adidas birmingham trainers How children draw conclusions from the products they see
A well groomed man gets out of a Mercedes. He’s holding a Smartphone and wearing a slick business suit and what appear to be $400 Kenneth Cole shoes. You only catch a glimpse, but you’ve already drawn conclusions about him. A new study in the Journal of Consumer Research examines children’s tendencies to draw conclusions about social roles from the products they see. Lowrey (University of Texas, San Antonio). “We recognize that the meanings of products are often derived from their existence within a set of complementary products used by a social role (referred to as consumption constellations.”
The researchers set out to discover whether children can match a set of diverse products to a particular social role. They looked at how early product stereotypes develop and how they change over time.
The study found that children as young as five years old are capable of forming consumption constellations. Little developmental change in this regard happens between first and third grade. From third grade on,
changes occur, but not in a clear linear fashion. From third to fifth grade, children will use products and brands to describe social roles but their views of roles tend to be more flexible.
Seventh graders use fewer descriptions than the younger children and are more rigid in how they view roles.