Revisiting Contexts of Socialization: the Friendship Group As the Consumer Socialization Context

Cagri Yalkin, King's College, London, UK
Richard Elliott, Bath School of Management, UK
The aim of this study is to explore the role of friendship groups as the context of socialization and to provide an account of the actual use of fashion goods in the consumer socialization process. This work suggests studying what consumer knowledge, skills, and competence means for consumers in different contexts and that the actual use and consumption of goods need to be featured in consumer socialization studies.
[ to cite ]:
Cagri Yalkin and Richard Elliott (2011) ,"Revisiting Contexts of Socialization: the Friendship Group As the Consumer Socialization Context", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.