| PARENTS AND THEIR WAY OF SHOPPING IN THE PRESENCE OF A PRESCHOOL CHILD |
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Maja Hmelak[1], Danijela Lahe[2] Abstract Consumption has become essential for community alliances, identity formation, lifestyle determination, differentiation from others and our place in society. Namely, the individual tries to shape his/her identity through the consumption of objects that have a meaning for him/her i.e. he/she interprets them as important for his/her idea of himself/herself (Luthar, 2002). However, the article presents an in-depth look at consumerism in the modern world, its presence in the family of a pre-school child and the factors of consumer socialization, and discusses the role of the family in this. The study examined and parents' responses to their children's ways of persuading them to buy regarding the gender and the current status of parents and the gender and the age of preschool children. Keywords: childhood, consumerism, consumer socialization, family, the role of parents. [1] Dr. Maja Hmelak is associate professor of pedagogy, University of Maribor Faculty of Education, Maribor, Slovenia ( This e-mail address is being protected from spambots. You need JavaScript enabled to view it ). [2] Dr. Danijela Lahe is assistant professor of sociology, University of Maribor Faculty of Arts, Maribor, Slovenia ( This e-mail address is being protected from spambots. You need JavaScript enabled to view it ). Cite this article:
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