Helping Or Hindering?: the Ambivalent Role of Siblings As Socialization Agents Within Family Consumption

Ben Kerrane, Bradford University, UK
Margaret Hogg, Lancaster University, UK
We examine sibling relationships and how such relationships shape consumer socialization of children. Using in-depth interviews with twenty-nine family informants, we find that sibling relationships are often ambivalent and volatile. Consumption choices (e.g., brand selection) are often shaped by siblings who are filters, as well as sources, for market-place information.
[ to cite ]:
Ben Kerrane and Margaret Hogg (2011) ,"Helping Or Hindering?: the Ambivalent Role of Siblings As Socialization Agents Within Family Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 244.