Profiling adolescent consumer decision-making styles: Effects of socialization agents and social-structural variables

Soyeon Shim, Aeran Koh

Research output: Contribution to journalArticlepeer-review

32 Citations (Scopus)

Abstract

This study examined adolescent consumer decision-making styles from the perspective of consumer socialization. Adolescent consumers (n = 1,954) from 29 high schools in a southwestern state returned usable survey questionnaires. As a result of cluster analysis and multivariate analysis of variance, three groups of consumers were identified and labeled as Value-Maximizing Recreational Shoppers, Brand-Maximizing Non-Utilitarian Shoppers, and Apathetic Shoppers. These three groups were subsequently compared as to the effects of socialization agents and social structural variables. Multivariate analysis of covariance indicated that Value-Maximizing Recreational Shoppers were most associated with interaction with parents, exposure to printed media, and consumer education. Brand-Maximizing Non-Utilitarian Shoppers were closely related to peer influence and television commercials. Apathetic Shoppers had the least amount of association with all socialization agents. Social structural variables such as gender, ethnicity, and job status were also different among all three groups. Theoretical, managerial, and educational implications are provided based on the results.

Original languageEnglish
Pages (from-to)50-59
Number of pages10
JournalClothing and Textiles Research Journal
Volume15
Issue number1
DOIs
Publication statusPublished - 1997

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)
  • Materials Science (miscellaneous)
  • Business, Management and Accounting(all)
  • Polymers and Plastics

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