Renata Maksymiuk
Developmental Psychology, Volume 16, Issue 2, 2011, pp. 33-49
https://doi.org/10.4467/20843879PR.11.010.0183For market specialists no group of consumers is lost. That is why the developmental task of taking on a parental role is automatically combined with the commercialization of parenting. This phenomenon relies on the redefinition of motherhood and fatherhood in terms of the market. Two main tendencies can be observed. The first one is connected with the important description of a parent as a consumer, e.g. treating them as investors, or relating to a typology of shopping mothers. The second one is connected with using psychology for projecting consumer behaviors, e.g. the analysis of parents’ vulnerability to the nag factor or milestone marketing. The possible consequences and the ways to control the commercialization of parenting will be discussed.