Theoretical Consideration on Consumer Socialization

Abstract

The purpose of this article to suggest an adaption of the socialization approach to the study of consumer behavior through the life cycle which is significant for consumer education. We call the socialization approach applied to the consumer study ”consumer socialization”. It is defined as ”the process by which young people acquire skills, knowledge, and attitudes relevant to their effective functioning as consumers in the marketplace” (Ward, 1974). Before, the concept of consumer socialization was applied only to children and adolescents. Today, the life cycle perspective must be adopted. Three types of theories buttress the concept of consumer socialization, the cognitive developmental theory, social learning theory, and social-system theory. A general conceptual model of consumer socialization suggested in this study consists of the three main elements, antecedent variables, socialization processes, and outcomes. Our consumer education will have to be considered in the context of consumer socialization.