Role of adolescent in parent consumer socialization

Maisarah Ahmad, Md Samsinar

Research output: Contribution to journalArticle

Abstract

Embracing the bi-directional perspective of consumer socialization, this study extends the explanation of consumer socialization theory to parents using mothers as the proxy. It is empirically proven in both data sets of this studymothers and adolescents-that adolescents do contribute in socializing their mothers. This study incorporates the elements of personality (Mowen's 3M Model), labeled as adolescent socialization types, to identify not only the relationship of adolescent with parent consumer socialization but also isolate the pertinent adolescent socialization types or elemental traits that discern the high and low tendencies of mothers' to be consumer socialized by their children. Findings from adolescents' perspective reveal that the most discerning traits that differentiate highly consumer socialized mothers from the least consumer socialized mothers are the adolescents' levels of agreeableness and need for body resources. On the contrary, mothers' data show that they are not susceptible to any of the adolescent personality traits.

Original languageEnglish
Pages (from-to)131-158
Number of pages28
JournalMalaysian Journal of Consumer and Family Economics
Volume14
Issue number1
Publication statusPublished - 2011

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Consumer socialization
Socialization
Resources
Personality traits
Agreeableness

Keywords

  • Adolescents
  • Bi-directional consumer socialization
  • Mowen's 3m model of motivation and personality
  • Personality traits

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

Cite this

Role of adolescent in parent consumer socialization. / Ahmad, Maisarah; Samsinar, Md.

In: Malaysian Journal of Consumer and Family Economics, Vol. 14, No. 1, 2011, p. 131-158.

Research output: Contribution to journalArticle

Ahmad, Maisarah ; Samsinar, Md. / Role of adolescent in parent consumer socialization. In: Malaysian Journal of Consumer and Family Economics. 2011 ; Vol. 14, No. 1. pp. 131-158.
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