Mothers' Communication Orientation and Consumer-Socialization Tendencies

Abstract

Abstract 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.