An Analysis of the Acquisition of Some Consumer Competencies Among Adolescents

Abstract

Recent public policy discussions have focused on the role and lnfluences of televkion, school, and family in teaching young people various desirable and undesirable consumer-related cognitions and behaviors. This research provides a theoretical and empirical basis useful in resolving such issues. The study examined the influences of television, family, school and peers on the acquisition of specific consumer skills that contribute to the individual's competency and proficiency as a consumer in the marketplace.In recent years, public-policy makers and consumer educators have shown increasing interest in consumer socialization, that is, the process by which young people acquire consumption-related skills, attitudes, and knowledge.Public-policy makers need to understand consumer socialization in order to respond effectively to charges made by various consumer groups about the effects of marketing activities on young people. Advertising critics, for example, argue that advertising strongly influences youth and results in undesirable socialization (e.g., nonrational, impulse-oriented buying). On the other hand, defenders of advertising practices respond by stating that advertising simply sets up the agenda for positive parent-child interaction and provides consumption-learning experiences for the child 1201.Because of the recent consumer education movement and the various public policy issues concerning the effects of promotion on young people, consumer educators have also shown a renewed interest in consumer education courses as a means of preparing children for effective interac-

Mothers' Communication Orientation and Consumer-Socialization Tendencies

“…Compared to Consensuals, Laissez-faires are more educated (p < .05) and have more-educated spouses (p < .01) in higher-status occupations (p < .05). These findings are partially consistent with Moschis and Moore's (1978) report that socioeconomic status is positively related to concept-orientation and negatively related to sccio-orientation (although they found weak and nonsignificant relationships).…”

Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers

“…Given their age, teenagers are usually less experienced consumers than adults; they become more skilled in shopping as they get older (Moschis and Churchill, 1979;Moschis and Moore, 1978;Shim, 1996). For example, Mallalieu and Palan (2006) investigated teenagers' competence in a retail setting.…”

“…Shopping malls represent social and experiential meeting places for young consumers where they like to spend their free time and to hang out with friends (e.g., Haytko and Baker, 2004;Taylor and Cosenza, 2002;Wilhelm and Mottner, 2005;Zollo, 2004). Indeed, being with friends is what teenagers like the most about shopping (e.g., Tootelian and Gaedeke, 1992) and peers represent their main source of information for making purchase decisions (e.g., Mallalieu and Palan, 2006;Mangleburg et al, 2004;Moschis and Moore, 1978) in product categories such as clothes and accessories, food consumed outside the home, and gifts (e.g., Tootelian and Gaedeke, 1992). These findings underscore the important role of symbolic cues (i.e., self-congruity) in mall evaluation.…”

A model of adolescents' online consumer self-efficacy (OCSE)

“…Online consumer self-efficacy (OCSE) builds on Moschis and Moore's (1978) consumer socialization theory. Their seminal work identifies television, family, peers, and school as socialization agents allowing children to become skilled consumers.…”