Wearing clothes with prestigious brand names seems to be very important for adolescents. This phenomenon was studied in the context of consumer socialization by examining the influence of three socialization agents, namely parents, peers and TV, on the development of French Canadian adolescents’ brand sensitivity and their relative importance. Controlling for socio‐economic variables, multiple regression analyses were conducted separately for boys and for girls. For both genders, brand sensitivity is related to peer influence. Girls’ brand sensitivity is related to the importance fathers give to clothing brands. TV exposure is not related to adolescents’ brand sensitivity. For boys and girls, peers represent the most important predictor of this consumer socialization. The results are discussed in the light of social and economic pressures and family relationships.

The purpose of this qualitative study was to investigate college people's perception of the competence necessary to play the consumer role and of the different socialization agents and processes involved in their consumer learning. Perception of the meaning of consumer competence seems mostly based on characteristics associated to preventive behaviours. If, on the whole, the subjects think they are competent consumers, their perception of other consumers is much less favourable. The mother appears to remain the most influential socialization agent but the father seems to play an increasing role. Young people's consumer socialization process is mainly achieved through communication, observation, and by learning through trial and error. Some of them find that consumer education in high school was useful but boring, and some others didn’t remember having received this education. The need to study further the competence of young adults and to provide consumer education is discussed.

Using Rogers' theory of diffusion of innovation, this paper reports the results of a study that had two objectives: the first objective was to compare the number of male and female adolescents in each of Rogers' five categories of consumer adopters. The second, was to verify if there were differences among the five distinct categories of adopters with respect to brand sensitivity. Results show that, as with other market segments, there are more female than male adolescents in the categories``innovators'' and``early adopters'', and more male than female adolescents in the categories``late majority'' and``laggards''. Further, it appears that brand sensitivity is an increasing function of fashion``adoptiveness'' among adolescents.

This research project was undertaken to study young adults’ attitudes towards credit in general. A sample of 980 young Canadian adults, ages 18–29, participated in a telephone survey. Results reveal that they recognize both the advantages and the risks associated with credit. Regression analysis shows that attitudes towards credit is positively related to education, the number of credit cards held and knowledge of credit, but negatively related to the number of children. The young adults who reported that their parents and friends are heavy credit users are more likely to have positive attitudes towards credit. No link was found with the participants’ level of debt.

This research aimed to study young adults’ use of and knowledge of credit. A large representative sample of Quebec young adults aged 18–29 years participated in a telephone survey. Results reveal that their use of credit has increased remarkably over the last decade. The mean score on the credit knowledge scale used in this study is 49.4% for the entire group. Ordinary least squares (OLS) regression analysis show that credit knowledge is positively related to personal income, number of debts, amount of total debt, number of credit cards and favourable attitude towards credit and debts. Young adults reporting either personal experience or family and relatives as their main source of learning about personal finances were found to have a lower level of knowledge about credit in general than those reporting having learned of this subject from courses, the media or financial counsellors. The learning of basic knowledge about credit and personal finances, with stress on the sensible use of credit, should be part of the educational agenda for young consumers.