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Consumer socialization of preschoolers and kindergartners as related to clothing consumption
Author(s) -
Haynes Janice L.,
Burts Diane C.,
Dukes Alice,
Cloud Rinn
Publication year - 1993
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220100207
Subject(s) - socialization , clothing , psychology , consumption (sociology) , developmental psychology , advertising , social psychology , marketing , business , sociology , social science , political science , law
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.