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The constructs under investigation in this article is mainly to mainly offering a critique of Piagetian which is a cognitive developmental psychology which is predominantly used in the researching of the children as well as their brand symbolism and thereby proposing an alternative which is the consumer culture theory (Nairn, et al. 2008). Moreover, the article also presents the design as well as interpretation of the study into the roles played by the brands in junior school children’s everyday lives thereby demonstrating the richness of the alternative framework.
The research involved utilization of various instruments of research included the phenomenological interviews as well as discussions that were used to obtain the in-depth information from the involved junior students. The research design involved a two stage study that involved a sample of 148 junior school children between the age of 7-11 years who were then arranged into group discussions as well as an exercise of novel cork-board sorting (Nairn, et al. 2008). Moreover, the stage two group discussions from 56 children were then analyzed from the perspective of the consumer culture theory.
The information obtained from the study was subjected to analysis on the basis of consumer culture theory. However, the research design used was satisfactory because it ensured a gender balanced sample from evenly distributed ages as well as from two different schools, that is, privately owned and a state school (Nairn, et al. 2008). This sample was appropriately picked and also the breaking down of the study into two stages was also necessary. This was very crucial for ensuring validity and reliability of the research. However, the period taken between the two stages would have been reduced to less than the 6 months that were taken. Also it would have necessary to include the same group that was involved in stage 1 to stage 2 .
The article that has been used as a reference is available on emerald database. Link: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume=42&issue=5/6&articleid=1727968&show=html
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References
Goodwin, C.J. (2009). Research psychology: Methods and design. Hoboken, NJ: John Wiley & Sons, Inc.
Nairn, A., Griffin, C. and Wicks, P.G. (2008). Children’s use of brand symbolism: A consumer culture theory approach. European Journal of Marketing, 42 (5/6); 627 – 640
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