Consumer Socialization Of Children In Low-Income Families

Abstract

This study investigates whether and how children’s and their mother’s proneness to consumption would affect children’s liking for shopping in low-income families. The expectation is that children would be directly affected from their mothers’ orientation towards consumption and shopping. A survey was employed in low-income households to 126 children attending primary school and their mothers. Results imply that mothers play a direct role in shaping children’s orientation towards consumption. More specifically, children’s own consumption orientation would increase their liking for shopping. Mothers’ proneness to consumption, however, directly mediates this relationship. These results are discussed along with theoretical and practical implications.