Acquisition of Consumption Stereotypes by Children

While the consumer socialization of children includes securing an understanding of economic rationality, it also includes learning the symbolic meanings attached by society to consumer goods. Using photographs of cars and houses, this research examined the developing recognition of consumption stereotypes by children varying in age, gender and social class. Both the strength and content of consumption stereotypes were considered. Highly consistent age differences were found, but the data revealed few gender and social class differences.