How family size shapes education spending

A new Journal of Marketing study sheds light on how family size drives differences in education spending. Conducted by researchers Phyllis Xue Wang (Renmin University of China), Ce Liang (City University of Hong Kong), and Qiyuan Wang (Hong Kong Polytechnic University), the study explores how parenting goals and perfectionism shape preferences for deficit- versus strength-based education products.

The study, titled “Fixing Onlies Versus Advancing Multiples: Number of Children and Parents’ Preferences for Educational Products,” finds that single-child parents are more likely to invest in deficit-based products, such as remedial tutorials, to address perceived weaknesses in their child’s performance. In contrast, parents with multiple children focus on strength-based products, such as STEM enrichment programs, to enhance growth opportunities across their family.

“Single-child parents often adopt a high-stakes, risk-averse approach to education spending,” Wang explains. “In contrast, multi-child parents spread resources across their children and focus on future-oriented programs.”

Key Findings

The study uncovers three core patterns that illustrate how family size impacts education choices:

1. Single-child parents prioritize deficit-based education products to address perceived weaknesses and reduce the risk of failure.
2. Multi-child parents lean toward strength-based programs that foster long-term growth and development for all their children.
3. Parents with high levels of negative perfectionism, regardless of family size, exhibit stronger preferences for deficit-based options, driven by a fear of failure.

“Negative perfectionism amplifies risk aversion in education spending,” Liang adds. “These parents are more likely to choose products that ‘fix’ weaknesses rather than those that cultivate strengths.”

Practical Implications for Education Providers

The findings have actionable implications for education marketers and product designers:

• Tailored Messaging: Marketing campaigns should reflect the priorities of single- and multi-child households. For single-child parents, highlighting how a product addresses specific gaps or challenges is key. For multi-child families, messaging should emphasize long-term benefits and opportunities for growth.
• Segmented Product Offerings: Education providers should consider developing solutions tailored to different family dynamics. Bundled packages for multi-child households or adaptive programs that balance remediation and enrichment can meet the diverse needs of parents.
• Addressing Perfectionism: Providers can design products and marketing messages that alleviate parents’ anxieties, positioning their offerings as tools for both peace of mind and academic success.

Implications for Policymakers

Policymakers and educators must also consider how family size influences access to education:

• Support for single-child families can include programs that address their unique focus on addressing skill gaps, such as personalized tutoring initiatives.
• Multi-child families, often constrained by limited resources, may benefit from subsidies for enrichment programs that foster equitable access to growth opportunities.
• Clear communication from schools about the value of both deficit- and strength-based approaches can empower parents to make more informed decisions.

“Understanding these dynamics allows policymakers to design initiatives that bridge the gap between parents’ priorities and children’s long-term educational success,” Choudhary notes.

A Broader Perspective

This research underscores the importance of recognizing family dynamics in education markets. As single-child households continue to grow in prominence, their influence on the education sector will only increase. At the same time, multi-child families remain a significant market segment with unique needs.

“Education providers, policymakers, and marketers all have a role to play in creating solutions that cater to these diverse audiences,” Wang emphasizes. “By addressing the distinct goals and challenges faced by parents, we can create more inclusive and impactful education systems.”

Full article and author contact information available at: https://doi.org/10.1177/00222429241306009

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

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