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ERIC Number: ED120881
Record Type: RIE
Publication Date: 1976
Pages: 22
Abstractor: N/A
Reference Count: 0
Mass Media and Interpersonal Influence in Adolescent Consumer Socialization.
Moore, Roy L.; And Others
This study explores the consumer socialization process in adolescents with regard to mass media and interpersonal factors associated with the acquisition of consumer skills, knowledge, and attitudes. Questionnaires were completed by 300 consumer education students in three Grand Forks, North Dakota schools, assessing such variables as "consumer skills," including consumer activism, consumer affairs knowledge, product-brand salience, and slogan recall; "communication behavior," consisting of hours of media use yesterday, media exposure (both entertainment and public affairs), child-parent and parent-child communication about consumption, trust in and communication with friends, and an honesty evaluation for both media and personal sources; "attitudinal, monetary and other consumer measures," including subject rating of "good" consumer attributes, personal weekly spending and saving patterns, and the number of consumer-related courses taken. Findings reveal that age is a weak predictor of the four consumer skill measures. Child-parent communication and expectations of the "good" consumer role predicted product-brand salience and slogan recall. Mass media and friends influence consumer activism, and school curriculum content is also associated with slogan recall. (KS)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Portland, Oregon, April 14-17, 1976)