Bringing Up Future Consumers: Implications from the Strength Model of Self-Control

Authors : Merve Dogan, Volkan Dogan

Pages : 1298-1314

Doi:10.17494/ogusbd.1758239

View : 62 | Download : 104

Publication Date : 2025-11-28

Article Type : Research Paper

Abstract :In this conceptual paper, we examine consumer socialization of children from the perspective of self-control strength model. We represent the process of consumer socialization of children as an adaptation process, such as a tension between nature and nurture. Children are addressed as consumers in training rather than as mature vulnerable consumers. Furthermore, we claimed that children need self-control during the process of consumer socialization. The ability to exert self-control is crucially important in order to accomplish the consumer socialization process successfully. We contribute to the literature on children as consumers in two main ways. First, we are the first to consider the consumer socialization of children from the perspective of the self-control strength model. Second, we discuss research implications toward improving children’s self-control ability by discussing findings from the literature on the self-control strength model. These implications stem from implementation intentions, perception of depletion, implicit theories about willpower, recalling a person who has a high self-control, positive mood, relaxation, beneficial habits, construal level, and sleeping.
Keywords : Tüketiciler olarak Çocuklar, Aile, Çocukların Tüketici Sosyalleşmesi, Öz-denetim Güç Modeli, İrade.

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