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Secondary Consumer Socialisation of Adults

Watne, Torgeir and Brennan, Linda (2009) Secondary Consumer Socialisation of Adults. In: Proceedings of 'Sustainable Management and Marketing', the 23rd Annual Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Victoria, Australia, 30 November - 02 December 2009. Australian and New Zealand Marketing Academy, Canning Bridge, WA.

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This study investigates whether adult consumers’ general predispositions towards consumption change as a result of social interaction with their adolescent children. To illustrate the concept of secondary consumer socialisation of parents by children ‘Computer Related’ and ‘Small High-Tech’ products were examined; assuming that children are likely to be more interested and better informed than their parents about these categories. The study used dyadic data analysis to investigate relationships and to assess the level of dyadic agreement about how adolescents influence their parents’ consumption patterns. The findings suggest that both parents and children agree to a high level of influence and interaction about these product categories. However, the parent’s interest and knowledge remains low for both categories compared with their children.

Item Type: Book Section
ISBN: 1863081585 (print) 1863081607 (print)
Uncontrolled Keywords: ResPubID19812, consumer behaviour, consumer socialisation, product involvement, secondary socialisation, child influence
Subjects: FOR Classification > 0806 Information Systems
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
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Depositing User: VUIR
Date Deposited: 31 Jan 2014 01:41
Last Modified: 31 Jan 2014 02:10
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