On becoming a consumer

PART I. INTRODUCTION
CHAPTER 1 On Becoming a Consumer
Vignette: Yulan Wang Becomes a Fast Food Consumer
Introduction
What Is Consumer Behavior and Who Is a Consumer
Independent and Dependent Consumer Behavior
Why Dwell on the Development of Consumer Behavior Patterns in Childhood
Consumer Behavior Is 24-7-360
What Is Mean by Consumer Development
In the Rest of the Book


PART II ENVIRONMENT
CHAPTER 2 Physical Environment of Consumer Development
Vignette: Tony?s Photo of His Favorite Place and Favorite Things
Two Environments: Physical vs. Social
The Contents of the Physical Environment: Objects, Objects, Objects
The Nature of the Physical Environment
Origins of the Physical Environment
Discussion

CHAPTER 3 Social Environment of Consumer Development
Vignette: Two-year-old Howie?s Favorite Brand
Children?s Two Environments: Social and Physical
Contents of the Child?s Social Environment: People and Near-People
Nature of the Social Environment: Adults and Peers
Stages of Social Development
Discussion

PART III PERSONAL DEVELOPMENT
CHAPTER 4 Motor Development and Its Relation to Consumer Development
Vignette: Wei Shen?s Fast Food Purchase
Physical Growth
Motor Development
Phases of Motor Development
Discussion

CHAPTER 5 Cognitive Development and Its Relation to Consumer Development
Vignette: Shandra, the Eight-year-old Housekeeper
Introduction
What Is Meant by Cognitive Development
Stages of Cognitive Development
Sensorimotor Stage (0-24 months)
Preoperational Thought Stage (24-84 months)
Concrete Operational Stage (84-132 months)
Formal Operational Period (132-180 months)
Discussion of Piagetian Theory of Cognitive Development

PART IV CONSUMER DEVELOPMENT
CHAPTER 6 Stage One: Observation
Vignette?Baby Goes Shopping
Introduction
Consumer Development Briefly
The Consumer Environment
Stages of Consumer Development
First Stage of Consumer Development: Observation (0-6 months)
Development of Consumer Behavior Patterns Outside the Home
Discussion: Formation of Basic Consumer Behavior Patterns
ADDENDUM: Research Thinking and Procedures Used for Measuring and Understanding Consumer Development among Children and Their Parents

CHAPTER 7 Stage Two: Seeking/Requesting
Vignette: Making a Smart Consumer Out of a Two-year-old
Introduction
Stage Two: Seeking/Requesting (6-24 months)
Substage One: Pre-language/Pre-legs (6-14 months)
Substage Two: Post-language and Post-legs (14-24 months)
Consumer Memory
How Much/How Often Do Children Seek/Request Things
Discussion

CHAPTER 8 Stage Three: Selecting/Taking
Vignette: Lawrence, a Terrible-Two Taker
Introduction
Terrible Two?s: A Special Situation
Stage Three: Selecting/Taking
Discussion

CHAPTER 9 Stage Four: Copurchase
Vignette: Carlos and His Mom Buy School Supplies and Ice Cream at the Supermarket
Introduction
Physical/Motor Phase
Cognitive Abilities
Consumer Behavior Patterns at Home
Consumer Behavior at Day Care and Kindergarten
Consumer Behavior in the Marketplace
Seeking/Requesting
Selecting/Taking, Co-Shopping
Stage Four: Co-Purchase
Discussion

CHAPTER 10 Stage Five: Independent Purchase
Vignette: Jimmy and His Pal, Chris, as Independent Consumers
Introduction
Environment Expansion: School
Physical Status of Children
Cognitive Development
Stage Five: Independent Purchase
Consumer Behavior Patterns: Out-of-home
Consumer Behavior Patterns: In-home
Discussion

PART V DISCUSSION AND CONCLUSIONS