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

Yıl 2025, Cilt: 26 Sayı: 3, 1298 - 1314, 28.11.2025

Merve Dogan , Volkan Dogan

Öz

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.

Anahtar Kelimeler

Children as Consumers , Family , Consumer Socialization of Children , Self-control Strength Model , Willpower

Etik Beyan

This study was conducted in accordance with ethical principles and does not require approval from an ethics committee

Geleceğin Tüketicilerini Yetiştirmek: Öz Denetim Güç Modelinden Çıkarımlar

Öz

Bu kavramsal makalede, çocukların tüketici sosyalleşmesi, öz-denetim gücü modeli perspektifinden incelenmektedir. Çocukların tüketici sosyalleşmesi sürecini, insan doğası ve yetiş(tir)me arasındaki gerilim olarak bir uyum süreci olarak kavramsallaştırıyoruz. Bu çalışmada, çocuklar, savunmasız tüketiciler olarak değil, eğitim sürecindeki tüketiciler olarak konumlandırılmaktadır. Dahası, çocukların tüketici sosyalleşmesi sürecinde öz-denetim ihtiyacı olduğu tartışılmaktadır. Tüketici sosyalleşme sürecini başarılı bir şekilde tamamlamak için öz-denetim uygulayabilme yeteneğinin önemi vurgulanmaktadır. Tüketici olarak çocuklar literatürüne iki ana şekilde katkıda bulunulmaktadır. İlk olarak, çocukların tüketici sosyalleşmesi, öz-denetim gücü modeli perspektifinden ele alınmaktadır. İkinci olarak, öz-denetim gücü modeliyle ilgili literatürdeki bulgular ışığında çocukların öz-denetim yeteneklerini geliştirmeye yönelik öneriler tartışılmaktadır. Bu tartışmalar; uygulama niyeti, tükenme algısı, irade gücüyle ilgili örtük teoriler, yüksek öz-denetim sahip bir kişiyi hatırlama, olumlu ruh hali, rahatlama, faydalı alışkanlıklar, yorumlama düzeyi ve uyku kavramlarından oluşmaktadır.

Anahtar Kelimeler

Tüketiciler olarak Çocuklar , Aile , Çocukların Tüketici Sosyalleşmesi , Öz-denetim Güç Modeli , İrade.

Etik Beyan

Söz konusu araştırma etik kurallara uygun biçimde hazırlanmış olup etik kurul izni gerektirmemektedir.

Kaynakça

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