Children Socialization Agents
Ali A (2013) found that as the child grows old they expand more sophisticated buying skills and abilities. They become conscious of different socialization agents that convey norms, attitudes, motivations and behaviour to the learner. Much data shows that parents, peers, mass-media, stores, schools, brands and product themselves and their packages are all sources of information namely socialization agents. No other socializing agent attracts more attention than mass media in increasing children consumer socialization. Gender is an important element in explaining the children’s consumer socialization as it has a particular influence on the type of programmes favored by children.
Malik Shahzad Shabbir (2016) analysed that child buying behavior
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Children are seen to have expert power over their parents with regards to computer related and small high-tech products; which make them an key agent of secondary socialisation for their parents. Men are supposed as being more knowledgeable than women, a fact which leads mothers to be more inclined to seek their children's (son's in particular) advice. This study implies that when children are seen as experts by their parents, they become significant agents of secondary …show more content…
The socio and concept orientation are two major parental communication styles that are expected to affect the perceived influence that children consider they hold.
Hota, M., & McGuiggan, R. (2005) used an integrated model of ‘relative influence’ to assess three decades of consumer socialization research with regard to the relative influence of consumer socialization agents on children and adolescents. The review reveals that psychological developments and culture can be availed as antecedents, to model and research ‘relative influence.’ Conceptual and research issues such as need of conclusive empirical evidence and methodological concerns are also analysed.
Albert Caruana, Rosella Vassallo, (2003). This study focuses on the perceived influence of children followed from the communication pattern adopted by parents. Socialisation by children is seen as taking place surrounded by a socio cultural environment where family patterns of communication play a key role. The socio and concept orientation are two major parental communication styles that is possible to have an effect on the perceived influence that children believe they
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