The purpose of this research was to study the relationship between family communication structure, vanity trait, and related consumption behavior. The study used an empirical method with adolescent students from the northern part of Taiwan as the subjects. Multiple statistical methods and the SEM model were used for testing the hypotheses. The major findings were: (1) Socio-orientation has a significant effect on how physical appearance is viewed, and concept-orientation has a significant positive effect on achievement vanity. (2) how physical appearance is viewed has a significant positive effect on all dimensions of materialism, concerns about clothing, and use of cosmetics. (3) Achievement vanity has a significant positive relationship with price-based prestige sensitivity and concerns regarding clothing. The findings have implications for marketing theory as well as for practical applications in marketing. (Contains 1 figure and 4 tables.)