University of Minnesota research indicates that a prime time for doing this is when children are ages 7 to 11. Around age 7, children's consumer skills start to blossom. They can get better at recognizing the benefits made possible by product features, moving beyond a focus on the product features themselves. And they can gain a greater ability to compare products on more than one dimension—such as ease of use and duration of use—at the same time. They can get better at realizing that more is not always better, such as a strong sour taste being well-suited to pickles, but not to peanut butter.
Here are a few tips on developing consumer skills in children:
- When the kids were younger, the shopping mall Santa Claus was smart enough not to promise the kids anything the parents hadn't signaled was a guarantee. Now that the kids are older, continue in the spirit of Santa Claus. If the parents look uncomfortable, draw back from educating the young consumer.
- With a younger or smaller child, it often builds rapport to crouch down when talking with the child. However, if the child looks uncomfortable when you do this, stand right back up. In any case, never touch the child except perhaps to shake hands if that's culturally appropriate.
- When discussing purchase choices with the parents, also look at the child periodically. If the child asks questions, answer in terms the child can understand and with no hint of ridicule. What seems obvious to an adult might be puzzling to a blooming consumer.
- Give the family adequate privacy to make their purchase decisions.
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