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Consumer socialization and frequency of shopping with children

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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.

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Authors and Affiliations

  1. University of Nebraska-Lincoln, Lincoln, USA

    Sanford Grossbart

  2. Clemson University, Clemson, USA

    Les Carlson

  3. Iowa State University, Iowa, USA

    Ann Walsh

Authors
  1. Sanford Grossbart
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  2. Les Carlson
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  3. Ann Walsh
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Grossbart, S., Carlson, L. & Walsh, A. Consumer socialization and frequency of shopping with children. JAMS 19, 155–163 (1991). https://doi.org/10.1007/BF02726492

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