This research provides a theoretical basis for explaining differences among mothers regarding how they communicate consumer skills and knowledge to their children. Socialization theory based on similarities in general parenting tendencies was used to group mothers. These groups provided a rationale for expecting consumer socialization communication differences. Findings suggest that more general socialization types exhibit differences on specific communication dimensions. Specifically, mothers who are restrictive and warm in relationships with children are also more likely to use communication messages that promote monitoring and control of children's consumption activities. Mothers who generally respect and solicit children's opinions also tend to utilize messages that foster the development of consumption decision-making abilities in children.
ASJC Scopus subject areas
- Applied Psychology