Skip to main content

Consumer socialization of Jaden starts from me, his Dad

Jaden blurts his dislike for vegetarian food to the party hosts and we are left embarrassed. We would have preferred if he quietly left the food alone without an expression of distaste. Back home, we firmly tell Jaden to be careful about his utterances in public, especially those that may be perceived as rude.

Added thought on Jaden's public articulation has left me a li'l unsure on what's best when it comes to exhibiting personal preferences. Should it never be articulated in public, or is it about articulating public disagreements in a non-threatening manner? Meaning Jaden can say he doesn't prefer a certain food, but has to say it in a manner so as to not displease his hosts.

As I grapple with what's best in such situations, one thing is crystal clear, and sure to me. Jaden was articulating publicly what he picked from me. Here's the truth. I can't get myself to like vegetarian food. What's more, in some way I even think vegetarianism can be equated with 'ritualism'. A misplaced sense of 'animal care' that makes people feel they shouldn't be killed for meat that feeds, doesn't cut any ice with me. In fact I believe buying into such 'manufactured care' for the four-legged is daft. Just so that I am not misunderstood, let me repeat, I am only advocating animal slaughter for food. I am not the 'stone throwing at animals' kind of deviant.

Jaden's picked not just his food habits, but his mannerisms and attitudes too from me. So if he's getting it 'wrong' in the public space, and fingers need to be pointed, i'd say direct them at me.

Socialization of children is engineered most by family. Consumer socialization of children too happens most within the family. Consumption habits thus are passed down generations even. Sure, those habits may alter when the child gets exposed to other reference groups other than family, but the family still leaves the most potent consumption habit mark on children.

To get Jaden to be circumspect with his public utterances, I'd have to first do that myself. Now that's where I worry. At my age, I am not sure I want to.

I know, stupid me!

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…