Consumer Socialization Essay

1) Ward.S (1974) traced the development of consumer socialization in the research paper and described the consumer socialization as “what processes characterize children’s acquisition of knowledge, attitudes and skills relating to consumption behavior, how these vary by factors such as family environment and social class, and how these processes change over time.” 2) Dotson & Hyatt (2000) had studied the consumer socialization significance related to differences between parents and children knowledge of brands and advertising slogans in United States. A convenience sample of children from 3rd to 8th grade from a county school board in a town in the Southeastern Unites States used for the study. Results suggested that children aged nine possess

Steinberg (1993) had examined the role of parenting style on children development. He stated the three characteristics of parents by name: Values and goals of parents possess in their children socialization, What kind of parental practices they follow towards their children, and The parents’ attitude towards their children. It is suggested that parental style is treated in the context to moderate the influence of particular parenting practices on the child. Researchers can better understand the socialization process by differentiating parenting style and parenting practices. 6) Becker, W. C. (1964) in their study classified parents based on parenting style into Rigid Controlling, Authoritarian, Organized Effective, Overprotective, Democratic, Indulgent, Anxious Neurotic, and Neglecting. 7) Carlson, L., & Grossbart, S. (1988) had explained the concepts of role of parental style in children’s consumer behavior. Consumer behavior of children can anticipate from the socialization styles of parents. Results suggest that there is a difference how children consume the products, number of socialization goals, media exposure, restriction and monitoring the usage of media, and opinions on advertising with the mothers with alternate parental styles. 8) Macoby & Martin (1983) had classified the parents applicable to all families. They stated that parental consists of two components responsiveness and demandingness and classified parents into Authoritative, Authoritarian,

Children learn the consumer socialization from their parents. Influence of parents differs based on the type of products, decision making process stages, and consumer characteristics.

12) Neeley, S. M., & Coffey, T. (2007) explored about the interactions between parent-child, parents attitude about children’s role and marketing influence, and children’s social behaviors. It is revealed mother acted as important socializing agents in the family and interactions with her children decided by the mother core values and attitudes.

13) Roshan, Bob; D, Ahuja., and Kandi, M, Stinson (1993) evaluated the single mother parents usage on restaurant and convenience food usage. Children having professional mothers got exposed more shopping than the children having part time or unemployed mothers.

14) Flouri.E (1999) discussed the influence of peers and mothers materialism on adolescents. Family environment and mainly mother’s family communication style could help to find the child’s materialism. 15) Moschis, G. P. & Churchill (1978) had conducted study and confirmed that socialization of children is higher in the families having higher socio economic