La sensibilité de l'enfant aux marques et aux promotions

The role of price in the socialisation of children as consumers

“…Price is a common factor used to encourage sales in retail outlets and one that can easily be used by children to swing a decision in their favour (Muratore, 1999). 8 To confirm this, using combined measures applied to different contexts (mandated purchaser or not, request, prescription) and with a reduced number of solutions (to adapt to the cognitive capacities of children) could constitute an alternative means of identifying the weight of price for children compared to other marketing arguments.…”

“…Almost half of the children interviewed (the so-called ‘ hyper-sensitive ’ and the ‘ evaluators ’) show a high level of sensitivity to promotional techniques offering financial gains; the youngest participants (aged 7–8 vs 9–11) appear to be more sensitive overall (to promotions offering price reductions in particular) (Muratore, 2007). As the author pointed out elsewhere (Muratore, 1999), these children are therefore already capable of associating financial advantages (a type of promotion traditionally reserved for adult consumers) with the choice of certain brands, and will later retain this behaviour as adult consumers. Furthermore, financial gain is an argument that children can easily use to convince their parents that their request is worth considering (see proposition 9).…”

“…In some studies (e.g. Brée, 1987b; Muratore, 1999), price is considered as one of the explanatory factors of children’s behaviour, while in others (e.g. Guichard, 1995; McNeal, 1992), although it is present, price is only presented as a peripheral factor.…”

“…Children are therefore familiar with the technique of selling a product with a bonus and with promotional offers (price reductions or additional quantities). But just as there are different segments of adult consumers, with more or less sensitivity to promotions, the classification suggested by Muratore (1999), containing four different groups, allows us to make the same observation in the case of children. Almost half of the children interviewed (the so-called ‘ hyper-sensitive ’ and the ‘ evaluators ’) show a high level of sensitivity to promotional techniques offering financial gains; the youngest participants (aged 7–8 vs 9–11) appear to be more sensitive overall (to promotions offering price reductions in particular) (Muratore, 2007).…”

La place du prix dans la socialisation de l’enfant-consommateur

“…Dans certaines recherches (e.g. Brée, 1987b ;Muratore, 1999), le prix est considéré comme l'un des facteurs explicatifs du comportement de l'enfant tandis que dans d'autres (e.g. Guichard, 1995 ;McNeal, 1992), le prix, bien que présent, n'apparaît qu'en tant que facteur périphérique.…”