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

Chankon Kim, Zhiyong Yang and Hanjoon Lee

Journal of Business Research, 2009, vol. 62, issue 10, 955-962

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.

Keywords: Consumer; socialization; Family; communication; patterns; Decision-making; styles (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:10:p:955-962

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