This study examines how parents exert productive and repressive power in influencing their children's gender socialization through consumption. We interviewed 20 parents responsible for educating 36 children to investigate their challenges when confronted with their children's consumption demands that deviate from gender-appropriate norms. Under a queer feminist poststructuralist perspective, our results reveal the conflicts between parents and their children and between mothers and fathers when making consumption decisions that affect gender socialization. Our findings contribute to the consumer socialization literature by recognizing how gender norms influence parents' decisions about their children's consumption. We also shed light on the deployment of productive and repressive power tactics by parents in shaping their children's gender identity toward an “ideal” norm.

中文翻译：

---

生产力与镇压力：性别规范对父母儿童消费决策的影响

本研究探讨了父母如何通过消费发挥生产性和压制性的力量来影响孩子的性别社会化。我们采访了20位负责教育36名孩子的家长，调查他们在面对孩子的消费需求偏离性别规范时所面临的挑战。在酷儿女权主义后结构主义的视角下，我们的研究结果揭示了父母与孩子之间以及母亲与父亲之间在做出影响性别社会化的消费决策时的冲突。我们的研究结果认识到性别规范如何影响父母对孩子消费的决定，从而为消费者社会化文献做出了贡献。