Socialization in Context: the Differential Effects of Family, Peers, and Market Communications

Jyotsna Mukherji, Texas A&M International University
Dan L. Sherrell, University of Memphis
ABSTRACT - In this paper the socialization influence of family, peers, and market communications is discussed from the perspective of socialization theory. The results show that family influence and influence of television and direct mail is important in impacting young adults’ financial attitudes. Social network influence from peers was found to be non-significant. This is an interesting finding. One explanation is that peers are important when it comes to items such as clothes, but in important issues such as savings and financial planning, the family is significant. Finally, this research shows that television and direct mail have an important influence on financial socialization.
[ to cite ]:
Jyotsna Mukherji and Dan L. Sherrell (2001) ,"Socialization in Context: the Differential Effects of Family, Peers, and Market Communications", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 286.

Advances in Consumer Research Volume 28, 2001     Page 286

SOCIALIZATION IN CONTEXT: THE DIFFERENTIAL EFFECTS OF FAMILY, PEERS, AND MARKET COMMUNICATIONS

Jyotsna Mukherji, Texas A&M International University

Dan L. Sherrell, University of Memphis

ABSTRACT -

In this paper the socialization influence of family, peers, and market communications is discussed from the perspective of socialization theory. The results show that family influence and influence of television and direct mail is important in impacting young adults’ financial attitudes. Social network influence from peers was found to be non-significant. This is an interesting finding. One explanation is that peers are important when it comes to items such as clothes, but in important issues such as savings and financial planning, the family is significant. Finally, this research shows that television and direct mail have an important influence on financial socialization.

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