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Cultural differences in consumer socialization: A comparison of Chinese-Canadian and Caucasian-Canadian children


  • Kim, Chankon
  • Yang, Zhiyong
  • Lee, Hanjoon


Based on the extant literature on the cultural/subcultural differences in socialization goals and parental practices in the childrearing process, this study compares Chinese-Canadian and Caucasian-Canadian families with respect to three issues central to consumer socialization - family communication patterns, children's consumer decision-making styles, and children's influence in family purchase decisions. Some significant results include: (1) Chinese-Canadian children perceived both of their parents as more socio-oriented than Caucasian-Canadian children perceived theirs whereas no significant between-group difference was found on the perceived level of concept-orientation for either parent; (2) Chinese-Canadian children, relative to their Caucasian-Canadian counterparts, exhibited more utilitarian and confused-by-overchoice consumer decision-making orientations but less social/conspicuous and impulsive orientations; and (3) Chinese-Canadian children exercised greater purchase influence than their Caucasian-Canadian counterparts for the adolescent 'convenience' product category but no difference was found for the adolescent 'durable' product category.

Suggested Citation

  • Kim, Chankon & Yang, Zhiyong & Lee, Hanjoon, 2009. "Cultural differences in consumer socialization: A comparison of Chinese-Canadian and Caucasian-Canadian children," Journal of Business Research, Elsevier, vol. 62(10), pages 955-962, October.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:10:p:955-962

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    References listed on IDEAS

    1. Rose, Gregory M. & Dalakas, Vassilis & Kropp, Fredric, 2002. "A five-nation study of developmental timetables, reciprocal communication and consumer socialization," Journal of Business Research, Elsevier, vol. 55(11), pages 943-949, November.
    2. Rose, Gregory M. & Boush, David & Shoham, Aviv, 2002. "Family communication and children's purchasing influence: a cross-national examination," Journal of Business Research, Elsevier, vol. 55(11), pages 867-873, November.
    3. Carlson, Les & Grossbart, Sanford, 1988. "Parental Style and Consumer Socialization of Children," Journal of Consumer Research, Oxford University Press, vol. 15(1), pages 77-94, June.
    4. Wang, Sijun & Holloway, Betsy B. & Beatty, Sharon E. & Hill, William W., 2007. "Adolescent influence in family purchase decisions: An update and cross-national extension," Journal of Business Research, Elsevier, vol. 60(11), pages 1117-1124, November.
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    Cited by:

    1. Yang, Zhiyong & Kim, Chankon & Laroche, Michel & Lee, Hanjoon, 2014. "Parental style and consumer socialization among adolescents: A cross-cultural investigation," Journal of Business Research, Elsevier, vol. 67(3), pages 228-236.
    2. Palan, Kay M. & Gentina, Elodie & Muratore, Isabelle, 2010. "Adolescent consumption autonomy: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 63(12), pages 1342-1348, December.
    3. Gentina, Elodie & Shrum, L.J. & Lowrey, Tina M., 2016. "Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers," Journal of Business Research, Elsevier, vol. 69(12), pages 5785-5792.
    4. Gentina, Elodie & Huarng, Kun-Huang & Sakashita, Mototaka, 2018. "A social comparison theory approach to mothers' and daughters' clothing co-consumption behaviors: A cross-cultural study in France and Japan," Journal of Business Research, Elsevier, vol. 89(C), pages 361-370.
    5. Gentina, Elodie & Butori, Raphaëlle & Rose, Gregory M. & Bakir, Aysen, 2014. "How national culture impacts teenage shopping behavior: Comparing French and American consumers," Journal of Business Research, Elsevier, vol. 67(4), pages 464-470.
    6. Williams, Janine & Ashill, Nicholas & Thirkell, Peter, 2016. "How is value perceived by children?," Journal of Business Research, Elsevier, vol. 69(12), pages 5875-5885.
    7. Basu, Rituparna & Sondhi, Neena, 2014. "Child socialization practices: Implications for retailers in emerging markets," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 797-803.
    8. Gentina, Élodie & Chandon, Jean-Louis, 2013. "Adolescent shopping behaviour: Different assimilation and individuation needs in France and the United States," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 609-616.


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