Mothers’ communication orientation and consumer'socialization tendencies

Les Carlson, Sanford Grossbart, Ann Walsh

Research output: Contribution to journalArticlepeer-review

76 Scopus citations


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 languageEnglish (US)
Pages (from-to)27-38
Number of pages12
JournalJournal of Advertising
Issue number3
StatePublished - Oct 1 1990
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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