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From: debbiem@rruxe.UUCP (D. McBurnett)
Newsgroups: net.kids
Subject: Re: Precocious Brand Loyalty
Message-ID: <281@rruxe.UUCP>
Date: Wed, 28-Aug-85 22:19:23 EDT
Article-I.D.: rruxe.281
Posted: Wed Aug 28 22:19:23 1985
Date-Received: Fri, 30-Aug-85 10:38:40 EDT
References: <365@scirtp.UUCP>
Organization: Bell Communications Research, Piscataway N.J.
Lines: 36

>So why is he exhibiting staunch brand loyalties at age 4?
>Is it peer influence? Is heit succombing to Madison Avenue
>hype? Is it only a matter of time before he tells me to
>get my hair cut and buy a BMW? What if all this leads to
>him becoming...>GASP< a Republican?!?!?!?!?!?!?!?!?!?!?!

>HELP! Where have I erred as a parent? 

Most children exhibit brand loyalties;  I'm surprised that your
son hasn't sooner than this.  It is partly peer influence (not
necessarily regarding the particular brand or item, just the concept
of brand loyalty is reinforced by peers.  Yes it is a lot of madison
avenue hype.  Yes he will probably tell you eventually to cut your
hair (but he will probably suggest you get HIM the BMW).  No odds on
whether he'll become a Republican.

You miss the point, though, I think.  Brand loyalty is a fine thing
-- when you are spending your own money.  If I am the one spending
the money, I will buy what I determine to be a good value.  If the
Wranglers are priced competitively, I see no harm in buying them for
the child.  If they are not, he's out of luck and it's just too bad.
Your job as a parent is to determine what is the best use of your
income.   A family is not a democracy.  My kids don't get a vote.
They can express their feelings and I take those feelings into
account.  I try to avoid being arbitrary, but when we hit my bottom
line, that's it.  

Ome solution we employ to resolve this problem is to tell our kids
that if they want something like this that doesn't fit our normal
spending criteria, they can specify it on their Christmas and
birthday lists.  If the really want it, they'll agree to this, and
be happy with the gift if they get it.

Debbie McBurnett
rruxe!debbiem