Abstract
This study examines parent-child communication patterns and mothers’ consumer-socialization tendencies. Results indicate mothers’ concept-orientations are related to number of goals, discussing advertising, coviewing, coshopping, children’s influence, yielding, and granting children consumer independence. In contrast, socio-orientations are related to limits on children’s TV exposure and refusing requests.
Original language | English (US) |
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Pages (from-to) | 27-38 |
Number of pages | 12 |
Journal | Journal of Advertising |
Volume | 19 |
Issue number | 3 |
DOIs | |
State | Published - Oct 1 1990 |
Externally published | Yes |
ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing