Consumer Socialization, Parental Style, and Developmental Timetables in the United States and Japan

Abstract

In this article, the author examines consumer socialization, parental age expectations, and overall patterns of parent–child interactions in a cross-national context. Socialization is defined by a patient, maturational approach to parenting in Japan and by a greater emphasis on autonomy in the United States. Japanese mothers have late consumer-related developmental timetables and maintain greater control over their children's consumption than do American mothers, who encourage and expect the earlier development of independent consumption.