With the advent of Internet technology and rapidly changing consumer environments, the societal role played by today's adolescents is significantly increasing. They are becoming more influential, not merely as consumers of products and services but also as coproducers in the marketplace. In this paper, we contend that consumption is central to the adolescent experience, influencing their values, motivation, and attitudes, and ultimately shaping their path toward adulthood. We also provide a review of the research on consumer socialization and motivation followed by an analysis of Bronfenbrenner's ecological model as a conceptual framework to aid in understanding a consumer's way of thinking as it pertains to adolescent development.