The relationship between birth order and communication has been growing since the 1960's and 1970's.  Many researchers have concluded that birth order has a significant role in the way our personality is constructed, the career we choose, how assertive we are, if we are apt to rebel, and even the products we consume.
 
 

Birth order is defined as a person's rank by age among his or her brothers and sisters.
 
 

Birth order has been related to market segmentation and consumption choices.

        "...like gender, race and nationality-- it is an antecedent demographic factor that may affect many important socio-developmental processes that may ultimately shape the individual's cognitive, affective and cognitive responses to consumption choices
(Claxton, 1995, p.22)"  The study uses the expensive Watermen Pen as an example of how birth order can be used as a marketing tool.  The company set forth an ad that appeals to middle born children saying that you may have been second born and placed second to many things in your life but you can be the first to acquire the Watermen Pen.  There have also been links between birth order and career selection.
 

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            "A number of authors have drawn behavioral constants among the various birth positions.  In the USA, over half the nation's presidents have been first born.  In 1989, 55%  of the US Supreme Court were first borns, as also 66% of students in Ivy league colleges in 1980.  The birth position is over representated among academician,  physicians, leading scientists and Rhodes Scholars, (Kurtz et al, 1989)"
 
 

    For reasons like these, first borns have been characterized as being more achievement orientated than later borns, (Claxton, 1995, p.25)  Sulloway has supported claims such as these and feel strongly that first borns have these characteristics.  Claxton quotes, "First borns have a tendency to be conformists and oriented toward authority and responsibility."  (Moore, Cox, 1990)  These claims lead to one of Claxton's hypothesis tht first borns will show a greater response to selling messages that have attributes that show leadership, achievement, and responsibility with an established social order.  Claxton believes middle borns have personalities that possess a greater orientation toward peers, and group cooperation.  They are also to be good listeners, mediators, and negotiators, but may not be good decision makers.

    This would produce another hypothesis by Claxton which considers middle borns to be particularly receptive to selling images depicting the role of creating harmonious relations with others, good social environments, and success that results from superior teamwork.

    Only children are many times to be classified with first borns with some exceptions.
"...tending to be highly motivated, self-confident, and achievement orientated, but somewhat noncompetitive.  Only children are known to be more accustom to dealing with adults."
(Claxton, 1995, p.27)  These claims would lead to Claxton's hypothesis on only children and what ads may appeal to them.  He believes that only children will have a greater response to selling themes portraying success which stems from nurturing,  and mentor prodigy relationships with an older authority figure.
 

    With later borns vivacious personality and less need for structure we come to Claxton's final hypothesis.  "Last borns may especially respond to selling scenarios which suggest that the product will become  the center of attention in the family, work or other settings portrayed as having relatively high amounts of festive activity" (1995)
 

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Firstborns:   Firstborns tend to seek greater acceptance and have a stronger need for

achievement; thus, they are more likely to achieve intellectual imminence, and are judges

as more serious, more seclusive, and more sensitive than later born children.
 
 
 

Later borns:  Later borns are typically more popular, more gregarious, more socially

orientated and judged to be more carefree, affectionate, and persuasive than firstborns.
 
 
 

Middleborns.  Although less research has focused on middle borns, they are generally

described as nonconformitive and noncompetitive, compromising, and diplomatic resulting

from their position between older and younger siblings.
 
 
 

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Birth order studies came under fire in the 1970's.  People wanted the research to also include personality and birth order with related family variables such as parenting style, age spacing, gender and socioeconomic status.  A leading researcher  Frank J. Sulloway studies the affects of birth order on personality.  The journal article, Birth Order and the Baby Boom, focuses on Sulloway's findings and research. (Russell, 1997, p.11)
Russell summarizes that Sulloway's  findings show that birth order is the most relevant predictor of personality, as opposed to gender, social class, race or nationality.  "Firstborns are different from later borns, which explains why siblings are often no more alike in personality than are unrelated individuals, "  (Sulloway, 1996)  Sulloway's claims are supported by many other experiments.  Russell quotes Sulloway in saying, "Because they identify with parents and authority, firstborns are more likely to defend the status quo, in contrast, later borns are more likely to identify with the under dog and defend the established order.
 
 
 

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Claxton, Reid. (1995) Market segmentation; Consumer Behavior--United States. Journal of Consumer Marketing, Vol. 12 Issue 3 p22.  MCB University Press Ltd.
 
 
 

Modell, J. First-born children--Intelligence levels. Psychology Today. Vol 33, Issue 6 p.20 Sussex Publishers.
 
 
 

Zweigenhaft, R. Von Ammon, J. Birth Order--Psycholigical aspects. Journal of Social Psychological.  Vol 140 Issue 5 p 624.  Heldref Publications
 
 
 

Russell, Cheryl (1997) Birth Order and the Baby Boom.  American Demographics.  Vol 19 Issue 3 p.10  Inytertec Publishing Corporation.
 
 
 

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