Introduction
This paper provides a summary of two articles that address the subject of adult consumer learning. The first article looks at the television and interpersonal influences on adolescent consumer learning while the second article talks about family and media influences on adolescent consumer learning.
Television and Interpersonal Influences
The purpose of this study was to understand how the social origins of human behavior influences the way adults act in various situations. To answer to the questions in the research, the study used the socialization approach with a sample size of 806 adolescent from 13 schools was used.
Among the variables were age, birth order, and sex. As noted by Churchill and Moschis (23), it is imperative for consumer educators to familiarize themselves with consumer socialization so as to develop materials that can be used to equip young adolescents with skills for effective socialization.
The study offers a conceptual framework that may be helpful in understanding the subject of consumer socialization. It also applies the general theoretical and conceptual notions of socializations to the specific context of consumer socialization and empirically tests the resulting model. The article also examines how advertisements presented through television influence the youth. To critics, advertisement through television has a negative influence on the youth and leads to undesirable behavior. However, proponents are convinced that it is parents who shape the future behavior of the youth.
Among other findings there is an indication that socioeconomic status has no relation with family communication. This also applies in the case of sex and peer education. The study is an important one as it helps to highlight the key issues that influence adolescent behavior. By understanding how different factors affect the way youngsters turn out when they move on to adulthood, parents can take the necessary precautions to protect and guiding their children effectively.
Family and Media Influences
This paper takes a look at consumers gain knowledge regarding consumption of goods and services. The effect of both family and media on this learning process is examined (Ward & Wackman 415). Data from a past survey consisting of 1,094 eight to twelfth graders in the Prince Georges County in Maryland formed the data for use in the study. Self administered questionnaires were distributed among respondents.
Findings from this study showed that different kinds of consumer learning change over time. Comparing both junior and senior high schools respondents showed that no differences existed on several criteria for learning. However, differences exist between junior and senior high respondents on nearly every communication variable.
Generally, younger adolescents tend to engage in more communication and are thus more likely to watch commercials for the purposes of socialization unlike older adolescents. In addition, younger adolescents were found to watch more television than older adolescents and they talk more with their parents regarding the subject of consumption.
The study also indicated that although younger and older adolescents may be at the same level in terms of consumer learning, the two groups differ in the way they learn. In addition, it emerged that recall of television advertising generally shows an awareness of themes and slogans of American companies and consumer products. An examination of attitudes towards television advertising indicated that social reasons for viewing commercials and the time spent watching television.
The study is important as it helps researchers to understand how consumers are affected by family interactions and mass media. The sample was further divided into junior high school students and senior high school students. From findings of the study, there is a need to integrate consumer learning among the younger and older adolescents. Also, different groups of variables affect consumer learning differently.
Works Cited
Churchill, Gilbert and Moschis, George 1979, Television and Interpersonal Influences on Adolescent Consumer Learning, Journal of Consumer Research, Vol. 6, No. 1 (Jun., 1979), pp. 23 – 35.
Ward, Scott and Wackman, Daniel, Family and Media Influences on Adolescent Consumer Learning, American Behavioral Scientist, 1971, 14: 415 – 427.