Consumer Socialization Agency: Implications for Family Decision-Making About Holidays

ABSTRACT

This paper investigates the influence young adult children living at home have over parents’ holiday decisions. “Consumer socialization agency” (CSA) was developed as a measure to capture the intercession or mediation one person accepts from another person about consumption issues. The analysis was conducted through a dyadic method, which involves collecting data from and analyzing data about pairs of people (dyads); in this case, parents and their children. CSA was related to family size and gender+ but more closely related to family communication style. Families fostering an open, issue-based communication style seem to have the highest likelihood of children socializing parents.

KEYWORDS:

• Consumer socialization agency
• family vacation
• family communication
• family decision-making