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A Review on Impact of Socialization Agents in Breeding Consumerism among Children

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  • Usha Lenka
  • Vandana

Abstract

This article extensively reviews literature to develop a conceptual framework elucidating the role of socialization agents in developing consumerism among children. The socialization agents are categorized as interpersonal and environmental agents. Interpersonal agents are family and peers. Environmental agents are schools, television and retail stores. Family, peers, schools, television and retail stores are certain antecedents influencing persuasive intent in children called ‘pester power’, which promotes materialistic attitude among them. Such attitude can be curbed through continued intervention of parents called ‘parental guidance’.

Suggested Citation

  • Usha Lenka & Vandana, 2015. "A Review on Impact of Socialization Agents in Breeding Consumerism among Children," Global Business Review, International Management Institute, vol. 16(5), pages 867-878, October.
    • Handle: RePEc:sae:globus:v:16:y:2015:i:5:p:867-878
    DOI: 10.1177/0972150915591654
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