The Relative Influence of Consumer Socialization Agents on Children and Adolescents – Examining the Past and Modeling the Future

This paper uses an integrated model of ‘relative influence’ to review three decades of consumer socialization research with respect to the relative influence of consumer socialization agents on children and adolescents. The review suggests that psychological developments and culture can be used as antecedents, to model and research ‘relative influence.’ Care should be taken however, to address conceptual and research issues of the past such as (1) lack of conclusive empirical evidence and (2) methodological concerns. Finally, the revised model suggested by the literature is presented.

Citation:

Monali Hota and Robyn McGuiggan (2005) ,"The Relative Influence of Consumer Socialization Agents on Children and Adolescents – Examining the Past and Modeling the Future", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 119-124.