Updated: May 4
Piaget’s Theory of Cognitive Development
What does Piaget’s Theory of Cognitive Development Suggest?
Piaget’s theory of cognitive development is an extensive theory regarding the nature and development of human intellect. Piagetian theory suggests that a child’s intelligence changes with growth and outlines four stages of cognitive development which each roughly correspond to a childhood age category (Piaget, 1964). These stages are as follows:
– The Sensorimotor Stage: From birth to 2 years old
The first stage refers to the age period where children conceptualize through the use of their senses and motor actions (touch, look, hear, etc.) Likely to favor simple brands without too much focus on storyline.
– The Preoperational Stage: Age 2 to 7
During this stage, children develop early examples of metacognition; the awareness of one’s thought processes and an understanding of the patterns behind them (Metcalfe & Shimamura, 1994). Preferred brands may include expanded storylines, as children are to form deeper understandings of patterns behind thought processes.
– The Concrete Operational Stage: Age 7 to 11
The concrete operational stage refers to the stage of cognitive development where a child can more logically represent ideas, as well as develop their ability to decenter – or focus on more than one feature at a time.
– The Formal Operational Stage: Age 11 and up
The last Piagetian stage is where a child develops the ability to not reason about hypothetical objects and occurrences in addition to tangible objects and events. This explains a development of preferences ranging further than purely simple, infant-targeted brands.
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As outlined in Piaget’s Theory of Cognitive Development, child consumer intelligence changes immensely in the young ages- this influences their brand symbolism, hence the changes in brands that are preferred amongst different age groups.
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