Consumer socialization and frequency of shopping with children

Sanford Grossbart, Les Carlson, Ann Walsh

Research output: Contribution to journalArticlepeer-review

67 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)155-163
Number of pages9
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - Jun 1991
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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