Ways That Marketing Can Intervene in the Process of Consumer Socialization to Achieve Future Sustainable Outcomes

Suggest ways that marketing can intervene in the process of consumer socialization to achieve future sustainable outcomes.

Socialization is the process of becoming indoctrinated into society through the adaptation and dissemination of customs and thought processes. This occurs through observation and participation in conversations, education and social customs. Socialization is an ongoing process that occurs throughout life and is different for every individual though traits such as gender, social class and ethnicity contribute to the socialization process. Consumer socialization is "the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace" . Several things are noteworthy of this definition; while the process of socialization as a whole is a lifelong process the study of consumer socialization tends to focus specifically on children and young people. Also this definition is vague in regards to what skills, knowledge and attitudes are relevant; is it only skills, knowledge and attitudes directly related to purchasing or indirect skills that allow consumers to participate in the marketplace such as mobility?

At a young age the primary influences on children's development is their parents and family. Parents socialize their children in several ways:

1. Instrumental training - When a family member attempts to teach a specific concept through reinforcement when given a desired response.

2. Modeling - When a child learns socially accepted responses and habits through observing the actions of others.

3. Mediation - When a parent or family member interferes with a child's initial interpretation of external material

Although parental influence decreases as age increases correlations are present between parents brand loyalty, favorite stores and opinion leadership.

Another major influence is that of mass media. While parental influence decreased as a child approaches adolescence the influence of mass media remains constant . The retention and understanding of advertising at younger ages is more heavily correlated with intelligence rather than an interest or liking of watching advertisements on television. Furthermore both parental and peer influence tends to decrease as intelligence of the child increases. This is similarly observed in brand loyalty that is not as high in intelligent children . This could be due to a higher level of disregard for other people's opinions or an increased tendency to seek out alternatives that are not immediately obvious or easy to access.

As individuals age parental influence decreases and the influence of peers increases. Among social circles of adolescents many individuals use the same products and hold similar opinions of brands and products. This is often true regardless of differing demographics, for example social groups that include children from high income and low income families still have similar opinions regarding brands and products.

Many behaviors observable in early childhood progress through to teenage years and beyond. Brand loyalty remains fairly consistent even over periods exceeding a decade in roughly a third of individuals when controlling for other demographic factors. All of the research I have observed concludes in some way or another adult purchase decisions are influenced by