Productive and repressive power: The influence of gender norms on parents' decisions on children's consumption

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.