Consumer socialization is the process by which individuals acquire the skills, knowledge, and attitudes necessary to function as consumers in a market-based economy. This process begins during childhood and continues throughout the life cycle as individuals learn new information and develop new preferences and habits.
Consumer socialization research has traditionally focused on how children learn to become consumers, but more recent work has also examined the role of marketing in shaping adults’ consumer behavior. This research has shown that marketing messages play an important role in influencing our perceptions of what is normal and desirable, and in shaping our consumption patterns.
While consumer socialization is a complex process that is influenced by many factors, marketing plays a significant role in shaping our consumer identities. By understanding how marketing messages influence our consumer socialization, we can make more informed choices about the products and services we purchase, and the companies we support.