Profiling Adolescent Consumer Decision-Making Styles: Effects of Socialization Agents and Social-Structural Variables

This study examined adolescent consumer decision-making styles from the perspective of consumer socialization. Adolescent consumers (n = 1,954) from 29 high schools in a southwestern state returned usable survey questionnaires. As a result of cluster analysis and multivariate analysis of variance, three groups of consumers were identified and labeled as Value-Maximizing Recreational Shoppers, Brand-Maximizing Non-Utilitarian Shoppers, and Apathetic Shoppers. These three groups were subsequently compared as to the effects of socialization agents and social structural variables. Multivariate analysis of covariance indicated that Value-Maximizing Recreational Shoppers were most associated with interaction with parents, exposure to printed media, and consumer education. Brand-Maximizing Non-Utilitarian Shoppers were closely related to peer influence and television commercials. Apathetic Shoppers had the least amount of association with all socialization agents. Social structural variables such as gender, ethnicity, and job status were also different among all three groups. Theoretical, managerial, and educational implications are provided based on the results.