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- Publisher
- Springer Journals
- Copyright
- 1991 Academy of Marketing Science
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/BF02726492
- Publisher site
- See Article on Publisher Site
Abstract
Abstract This study examines co-shopping frequency (mothers shopping with children) from a consumer socialization perspective. It also compares consumer orientations and socialization behaviors of heavier, moderate and lighter co-shoppers. Results indicate that these groups differ in desires to develop children’s consumer competence, consumer roles played by children, consumption motivations and values, and potential efforts to mediate marketing influence.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Jun 1, 1991