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Consumer Socialization of Children – Literary Review

Author

Listed:
  • Aldea Roxana - Elena

    (Faculty of Marketing/Department Marketing, "Academy of Economic Studies" University, Bucharest, Romani)

  • Brandabur Raluca Ecaterina

    (Faculty of Marketing/Department Marketing, "Academy of Economic Studies" University, Bucharest, Romani)

Abstract

The theory and empirical research have revealed that the consumer behavior is influenced not only by the consumer personalities and motivations [52], but also by the influences coming from the external environment of each person, regardless of its age. In the case of children’spurchasing behavior, the studies have shown that the child’s experience one can have in the purchasing process is part of consumer socialization [44].This way, his evolution as a consumer is connected to the influences coming from people in contact with, over time. Of the many external influences, reference groups, especially family (the main factor), followed closely by peers and then the media act as agents of children consumer socialization.

Suggested Citation

  • Aldea Roxana - Elena & Brandabur Raluca Ecaterina, 2013. "Consumer Socialization of Children – Literary Review," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 679-684, May.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:1:p:679-684
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R20 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - General

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