Consumer Behavior Theories

Socialization is the branch of consumer behavior studies the effects of consumers’ social environment, especially during adolescence. A number of social factors have been shown to affect the way people consume goods – such as peer pressure and mass media. Some research goes as far as to suggest these effects go on to adulthood as well. The core family function is the socialization of family members. Parents’ socializing responsibilities are growing all the time.

Parents, for example, are concerned that their young children will develop computer skills. So they assist their young children in staying ahead of the game. Preschool lessons, after-school classes, play dates, weekend enrichment, and sports programs are all part of the daily agenda. Children’s talents are developed as a result of such rigorous activities. Young children’s socialization gives an opportunity to lay a firm foundation. Consumer socialization is the process through which youngsters develop all of the abilities required to act as consumers. Japanese moms, for example, urge their children to develop autonomous abilities at a young age. Japanese moms have more influence over their children’s eating habits.

The process of socialization is never-ending. It isn’t only something that happens in childhood. In reality, socializing begins in infancy and continues throughout life. A freshly married pair, for example, who is creating their own household, learns to live together as part of the socialization process. Similarly, the retired couple’s decision to relocate is part of the continuous socializing process. Pet owners frequently see their pets as full-fledged family members, according to surveys.


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