Mothers' Communication Orientation and Consumer-Socialization Tendencies
- 1 October 1990
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 19 (3) , 27-38
- https://doi.org/10.1080/00913367.1990.10673190
Abstract
This study examines parent-child communication patterns and mothers' consumer-socialization tendencies. Results indicate mothers' concept-orientations are related to number of goals, discussing advertising, coviewing, coshopping, children's influence, yielding, and granting children consumer independence. In contrast, socio-orientations are related to limits on children's TV exposure and refusing requests.Keywords
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