The Acquisition of Consumer Style and Orientations in Adolescents: an Eclectic Approach.

Abstract

This study examines the processes of consumer socialization of adolescents through a multi-theory eclectic approach. Various adolescent developmental theories were adopted and integrated in studying some of the major issues of consumer socialization. A cross-sectional survey was conducted and questionnaires were used as the instruments for data collection. 443 students from secondary schools in the three southeastern Michigan Counties participated in the study. Twelve hypotheses were proposed and tested using different analytical techniques. Ten LISREL structural models were constructed and tested with a view to comparing the explanatory ability of each competing theoretical approach. Then, the competing theories were integrated in a combined model in order to examine whether and how they actually worked jointly to affect the socialization outcomes. Some earlier research findings were replicated. As to those hypotheses which were never tested before, the findings are as follows: Identity diffusion was found to lead to a high level of materialism in adolescents. Need for social approval was an important explanatory factor for the development of socially expressive motives in teenage consumers. The socio-oriented communication pattern at home was also found to significantly affect the development of socially expressive motives for consumption. Comparing different theoretical approaches, it was found that the social learning approach was the most powerful one in explaining the learning of consumer skills. However, the three competing approaches seemed to explain equally well the development of socially expressive motives for consumption. That is, each model explained a unique portion of the variance in the socialization outcome. The identity formation model seemed to be more powerful than the social learning model in explaining the acquisition of materialism in adolescents. There were some interesting findings regarding the structural relationships between the various competing theoretical approaches. Identity diffusion was found to be negatively associated with communication with parents on consumption matters. The concept-oriented communication pattern at home was found to encourage communication with both parents and peers on consumption matters. Need for social approval has demonstrated a positive association with communication with friends.