Listed below are all remaining events for the 2012 - 13 school year. To review past events, click "Past Events" to the right.
May 3, 2013, 12:00 - 1:30 PM In a New Grade, In a New Pair of Shoes: Child-Parent Negotiation in the Back-to-School Shoe Shopping Ritual Katherine C. Sredl, Mendoza College of Business, University of Notre Dame Ruzica Butigan, Faculty of Economics, University of Zagreb
Consumer behavior researchers tend to view consumer socialization as the effect of adult activity on children. Because of this longstanding emphasis on the child as a passive participant in the socialization process, the experience of what it is like for the child to participate in consumption practices is rarely explored. In consumer behavior research, socialization is rarely theorized as a collective process that occurs socially, in which children learn, produce, and re-produce meanings through participating in consumer rituals. In this research on the ritual of back to school shoe shopping, Katherine will focus on consumer socialization as a process of parent-child interaction, from the perspectives of children and parents. She will define the stages of the ritual and illuminate the process of parent-child negotiation and its outcomes for purchase. As part of her discussion, she will demonstrate that children re-appropriate the evaluative frameworks of their parents and refer to the consumption of their peers in articulating desires as they actively participate in parental-guided consumption.