Ter ou não ter, eis a questão: relações sociais na infância e o consumo de bens por tweens

• Ano de defesa: 2015
• Autor(a) principal: Silva, Mariana Tomaz
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Administração; Programa de Pós-Graduação em Administração; UFPB
• Palavras-chave em Português: Consumo Infantil; Children's Consumption; Tweens; Grupos de Pares; Material Goods; Bens Materiais; Peer Groups; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/7950

Children are increasingly more inserted in consumer relations, and in this context, the Tweens (children from 7 to 12 years) emerge as a promising public, for they are avid consumers, but vulnerable for being in a preliminary phase that may overvalue the benefits consumption. By listening to the voice of the children themselves, this study aimed to analyze how social relationships influence Tweens’ consumption of goods and brands. In order to achieve the general objective, we identified (1) how the context of consumption and interpersonal relationships influence the consumption of goods by Tweens, (2) how do relationships with peers are affected by the symbolic and functional aspects related to appropriation of goods and brands (3) how they deal with “not having”, in front of groups and in their individuality, and (4) how parents guide their consumption. For this we adopted a methodology of qualitative, exploratory characteristics, through in-depth interviews with the children and their family (mother or grandmother). The interviews with the children were initially developed through the e-collage technique, which served as guiding for the conduction the interviews. The collected data was analyzed by the use of content analysis technique. The results indicate that the Tweens are influenced by the market environment, parents and peers in different levels according to the categories of products. It was found that material goods facilitate interaction in groups while the charge for to have the "right" property can generate constraints affecting the status, self-esteem and self-concept. It also identified that the mothers caring for their children to have socially appropriate goods, with the concern that they do not have problems in their social relationships.