Cultural differences in consumer socialization: A comparison of Chinese–Canadian and Caucasian–Canadian children

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Zhiyong Yang, Professor and Department Head (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Based on the extant literature on the cultural/subcultural differences in socialization goals and parental practices in the childrearing process, this study compares Chinese–Canadian and Caucasian–Canadian families with respect to three issues central to consumer socialization – family communication patterns, children's consumer decision-making styles, and children's influence in family purchase decisions. Some significant results include: (1) Chinese–Canadian children perceived both of their parents as more socio-oriented than Caucasian–Canadian children perceived theirs whereas no significant between-group difference was found on the perceived level of concept-orientation for either parent; (2) Chinese–Canadian children, relative to their Caucasian–Canadian counterparts, exhibited more utilitarian and confused-by-overchoice consumer decision-making orientations but less social/conspicuous and impulsive orientations; and (3) Chinese–Canadian children exercised greater purchase influence than their Caucasian–Canadian counterparts for the adolescent ‘convenience’ product category but no difference was found for the adolescent ‘durable’ product category.

Additional Information

Journal of Business Research, 62, 955–962
Language: English
Date: 2009
consumer socialization, family communication patterns, decision-making styles

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