From Labeling Possessions to Possessing Labels: Ridicule and Socialization among Adolescents

This research explores ridicule as a mechanism through which adolescents ex-change information about consumption norms and values. The author finds that adolescents use ridicule to ostracize, haze, or admonish peers who violate con-sumption norms. Targets and observers learn stereotypes about avoidancegroups, consumption norms of aspirational groups, the use of possessions to commu-nicate social linkages and achieve acceptance goals, and social consequences of nonconformity. As a result, many targets and observers of ridicule alter their perceptions, acquisition, use, and disposition of objects in order to avoid un-wanted attention. Despite increased attention to the stages and processesinvolved as children acquire consumer and market-place information (Carlson and Grossbart 1988; Churchill and Moschis 1979; Moschis and Moore 1979), important aspects of consumer socialization have been neglected (John 1999). For instance, social scientists posit a prominent role for social environment in socialization processes, but con-