Authors : Maisarah Ahmad, Roziah Sidik Mat Sidek and Wan Kamal Mujani
Abstract: This study extends the explanation of consumer socialization theory to parents using mothers as proxy. Elements of personality are incorporated (operationalized as adolescent socialization types) to isolate the pertinent adolescent socialization types that discern the highly-from lowly consumer socialized mothers. Via binary logistic regression analysis, findings from adolescents’ perspective revealed that the most discerning traits that differentiate the highly consumer socialized mothers from the least consumer socialized mothers are the adolescents’ levels of agreeableness and need for body resources. On the contrary, mother’s were not susceptible to any of the adolescent personality traits.
Maisarah Ahmad, Roziah Sidik Mat Sidek and Wan Kamal Mujani , 2012. Role of Adolescent’s Personality in Parent Consumer Socialization. International Business Management, 6: 17-21.