Details

Autor(en) / Beteiligte

• Moschis, George P
• Moore, Roy L

Titel

Anticipatory consumer socialization

Ist Teil von

• Journal of the Academy of Marketing Science, 1984-10, Vol.12 (4), p.109-123

Ort / Verlag

Greenwich, Conn., etc: JAI Press, etc

Erscheinungsjahr

1984

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• Little research has been reported on how children and adolescents develop consumer orientations that are relevant to adult consumer behavior. The concept of anticipatory consumer socialization is addressed by means of concentration on various consumer cognitions and the way they are acquired. A sample of 784 adolescents in different sections of Georgia was studied via questionnaire. The family seems to fulfill an important function in the development of consumption-related orientations, particularly in the formation of purchase expectations and consumer role conceptions. Television seems to contribute to the adolescent's development of traditional sex-role perceptions concerning household decision making. Social class seems to influence youths' occupational goals; upper class adolescents have higher occupational goals than do lower class adolescents. Age is apparently a weak predictor of anticipatory consumer cognitions. These findings provide implications of anticipatory socialization for marketers and consumer researchers.