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This study investigates the manners in which parental style influences adolescent consumer socialization outcomes. Specifically, it proposes and tests two alternative conceptual frameworks that specify differing patterns of relationships among parental style, parental practices, and consumer socialization outcomes. The first conceptual framework (the full-effect model) mirrors the more traditional research direction regarding parental style and posits that parental style influences consumer socialization outcomes both directly and indirectly (through parental practices). In the second framework (the moderating-effect model) which is based on Darling and Steinberg’s (1993) theorization, parental style is posited as a moderator of the relationship between parental practices and consumer socialization outcomes. Analysis was conducted separately for mother-adolescent dyads and father-adolescent dyads and comparisons are made between the influences of maternal and paternal parental styles. Results show that the full-effect model gained better support from the data than the moderating-effect model. The full-effect model, in turn, performed better for mother-adolescent dyads than father-adolescent dyads.