An investigation into maternal perceptions of social pressure to buy into consumerism culture created by hosting children's birthday parties amongst mothers in Edinburgh.
(2016) An investigation into maternal perceptions of social pressure to buy into consumerism culture created by hosting children's birthday parties amongst mothers in Edinburgh., no. 77.
This dissertation investigates levels of maternal social pressure to buy into consumerism culture as a result of hosting children's birthday parties. This research highlights reoccurring themes and frameworks which were explored in previous literature and academic works surrounding the subject of social pressure, consumerism culture and children's birthday parties including the pursuit of happiness, materialistic value orientations and social identity. The research also reflects intrinsic and extrinsic factors which the participants feel impacts the motivators, influences and opinions which they experience when hosting a birthday party for their children. The project explores other key factors which influence maternal pressure such as materialism, excessive spending, consumer trends and social patterns. Six semi-structured interviews were held with mothers living in Edinburgh in order to establish their views on social pressure concerning consumerism culture and children's birthday parties. It is clear from the research that mothers do experience levels of pressure which inevitably exist due to living in a society that is financially and socially demanding. Many of the participants do not link this pressure with society exclusively, although the findings suggest mothers experience both internal and external sources of pressure. Many of the participants feel social surroundings and popular culture has made their children increasingly expectant of them. This dissertation recommended additional research to investigate the evolution of extravagant children's birthday parties and an exploration into why children have become gradually more and more demanding in Western societies.