THE DEVELOPMENT OF CONSUMER KNOWLEDGE, SKILLS, AND VALUES FROM CHILDHOOD TO ADOLESCENCE
THE DEVELOPMENT OF CONSUMER KNOWLEDGE, SKILLS, AND VALUES FROM CHILDHOOD TO ADOLESCENCE

Summary/Abstract: This comprehensive review examines the scholarly evolution of the consumer behaviour of children within 55 years from 1950 to 2005. This is done by surveying works on brand loyalty and conspicuous consumption within these years through which we can establish consumer socialization. The synthesis spans three developmental stages—perceptual, analytical, and reflective—integrating theoretical perspectives from cognitive and social psychology. Key findings are explored, encompassing advertising effects, product and brand knowledge, shopping skills, decision-making abilities, purchase influence, and consumption motives. The review identifies gaps in current understanding, emphasizing challenges for future research in areas such as (i) advertising and persuasion knowledge, (ii) product and brand knowledge, (iii) shopping skills, (iv) decision-making skills, (v) purchase influence and negotiation strategies and (iv) consumption motives and values. Methodological challenges are disused including sample design, stimuli selection, and the design of measurements. This urges researchers to address these complexities for a nuanced understanding of consumer socialization. Despite challenges, the review underscores the critical importance of advancing research in this field, offering a promising avenue for deeper insights into the evolving landscape of children's consumer socialization.

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