Article1993

Consumer socialization of preschoolers and kindergartners as related to clothing consumption

Janice L. Haynes · Diane C. Burts · Alice Dukes · Rinn M. Cloud

61 citations0/0 files storedPsychology and Marketing

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Abstract This study investigated the clothing selections for purchase of preschool and kindergarten‐aged children in a midsized southern city. The theory of consumer socialization provided framework for the study. Seven hundred questionnaires were distributed to parents/ guardians of 3‐, 4‐, 5‐, and 6‐year‐old children at public and private schools and preschools. A total of 314 usable questionnaires were completed by mothers, yielding a 45% response rate. T tests, ANOVA, and frequencies were used to analyze data. The effects of demographic variables were investigated in relation to three consumer socialization constructs. Findings indicated that consumer socialization of children begins at an early age and is related to selected demographic characteristics. Results of this study are important for those involved in the children's wear business, as well as for clothing and retailing educators. © 1993 John Wiley & Sons, Inc.

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2013Child's Conception of the World 1985Measuring Consumer Involvement Profiles 1974Consumer Socialization 1985Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement 1979Decision Making Among the Young: A Socialization Perspective 1975Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity 1979Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like Soap 1981An Exploration Into the Scaling of Consumers' Involvement With a Product Class

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