Consumer socialization and frequency of shopping with children
Sanford Grossbart, Les Carlson, Ann Walsh
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 3
Abstract
This study examines co-shopping frequency (mothers shopping with children) from a consumer socialization perspective. It also compares consumer orientations and socialization behaviors of heavier, moderate and lighter co-shoppers. Results indicate that these groups differ in desires to develop children’s consumer competence, consumer roles played by children, consumption motivations and values, and potential efforts to mediate marketing influence.
Keywords
Consumer Research, Social Motivation, Television Advertising, Economic Motivation, Family Decision
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