From Labeling Possessions to Possessing Labels: Ridicule and Socialization among Adolescents

Journal of Consumer Research · 2006 · Volume 33 · Issue 2

Abstract

This research explores ridicule as a mechanism through which adolescents exchange information about consumption norms and values. The author finds that adolescents use ridicule to ostracize, haze, or admonish peers who violate consumption norms. Targets and observers learn stereotypes about avoidance groups, consumption norms of aspirational groups, the use of possessions to communicate social linkages and achieve acceptance goals, and social consequences of nonconformity. As a result, many targets and observers of ridicule alter their perceptions, acquisition, use, and disposition of objects in order to avoid unwanted attention.

Keywords

Child/Adolescent Consumer, Consumer Socialization, Group/Interpersonal Influences, Symbolic Consumption/Semiotics, Depth/Long Interviews

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