ABSTRACT
This chapter explains some idea of the social representations of saving presented to children by two very influential agents: the parents of the children and those responsible for marketing the services of the savings institutions. One would expect the income constraints on the parents to influence the child's economic socialisation more in a family where those constraints are tighter. The government may encourage saving to combat rising inflation or encourage spending when a country's economy is depressed. When it comes to children's saving there are two real sources of influence. It is clear that children come into contact with the common language of our populist economic culture in a variety of ways. Pocket money is an integral part of teaching children about economic exchange for some parents. Thus, to be able to examine parents' beliefs about children's saving, it is necessary to consider a more general picture of parents' beliefs about children's financial competence.
