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Examining Household Composition, Parental Style, and Consumer Socialization Practices Towards Children’s Media Consumption

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  • Sheetal Kapoor
  • Gregory M. Rose
  • Rupinder P. Jindal
  • Eugene Sivadas

Abstract

This study investigates the consumer socialization practices of parents in single versus multi-child and nuclear versus extended families in an emerging market. Previous consumer socialization research has focused primarily on western cultures. We examine parenting in a developing market and suggest that single-child families are more nurturant and maintain greater control of their children’s media exposure than multi-child families. The findings indicate that Modal Indian consumer socialization practices may be shifting from an Authoritarian to an Authoritative parental style with greater maternal intervention in media exposure and support for regulating children’s advertising. Implications for marketers, consumer educators, and public policy makers are discussed.

Suggested Citation

  • Sheetal Kapoor & Gregory M. Rose & Rupinder P. Jindal & Eugene Sivadas, 2024. "Examining Household Composition, Parental Style, and Consumer Socialization Practices Towards Children’s Media Consumption," SAGE Open, , vol. 14(3), pages 21582440241, September.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:3:p:21582440241278381
    DOI: 10.1177/21582440241278381
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    References listed on IDEAS

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    1. Hota, Monali & Bartsch, Fabian, 2019. "Consumer socialization in childhood and adolescence: Impact of psychological development and family structure," Journal of Business Research, Elsevier, vol. 105(C), pages 11-20.
    2. Carlson, Les & Grossbart, Sanford, 1988. "Parental Style and Consumer Socialization of Children," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 77-94, June.
    3. Moschis, George P, 1985. "The Role of Family Communication in Consumer Socialization of Children and Adolescents," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 898-913, March.
    4. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
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