Academics, educationalists and parents have all expressed increasing concern about targeting and marketing towards children, particularly to those within the age group of eight to thirteen, and identified as tweenagers. Through an analysis of the literature it is established that inconsistencies exist on the influence of socialization agents on the reactions of young male consumers. Review of the literature also identifies that much is understood about female tweenagers but little is yet known about male tweenagers. The interpretive approach adopted explores the associations and reactions of male tweenagers to agents of consumer socialization, with a focus on mother versus peers. The study demonstrates how these agents affect the decisions of eight to eleven year old males, in the final years of the Scottish primary school system, within the sportswear sector. A two-stage research design combined a group based data procedure, supported by a projective comic strip scenario. Themes were identified from the analysis of friendship group discussions supported by the identification of phenomena emerging from projective data. An interpretivist epistemology supported an iterative, grounded process of data analysis, leading to the development of frameworks of consumer behaviour for male tweenagers within the product sector. The findings offer a different understanding from studies on female tweenagers in relation to parental involvement and influence, pester power and peer pressure. Four assertions emerged from the findings. Firstly, mum is identified as the gateway to brand information and in a positive attachment agent, evidenced through the exertion of positive reactions towards ‘mum’. Pester power was not in evidence, and instead supports the views on joint action between parent and child when participating in the consumer socialization game. Peer pressure is low, as these children demonstrate negative responses to peer socialization agents. And more importantly, these boys are identified as being different to girls in their socialization relationships. This thesis focuses on the voice of males tweenagers and reveals them to be embedded within social networks where they do not yet feel ‘compelled’ to follow the directives of peers when making sportswear choices. The findings contribute to the literature by proposing that marketers and consumer researchers need to review the assumptions that what is known about children, and in particular girl tweenagers, can be transferred to male tweenagers. This exploratory study questions the usefulness of these assumptions as an appropriate basis for practitioner and researcher decisions, and underlines the need to study males tweenagers as a separate consumer social group.

Doctor of Philosophy / School of Family Studies and Human Services / Amber V. Vennum / It is known that ethnic-racial socialization messages received by Black youth are critical to their ethnic-racial identity development. Despite recognition that identity achievement is rarely completed by the end of adolescence and Black youth are embedded in larger multicultural familial, communal, and societal contexts, previous studies almost exclusively focus on parents as the isolated provider of ethnic-racial socialization messages during adolescence. Using a sample of 171 Black emerging adults, this retrospective study focused on the influence of four unique types of ethnic-racial socialization messages from diverse ethnic-racial socialization agents throughout adolescence and emerging adulthood on the development of Black ethnic-racial identity during emerging adulthood. Participants reported that although parents, adult family members, and siblings were the most influential socialization agents during adolescence, they became less influential during emerging adulthood as peers gained more influence. Across all developmental periods, emerging adults reported the strongest messages they received were egalitarian and racial pride messages and the weakest messages they received were negative messages. Additionally, seven different profiles of ethnic-racial identity development during emerging adulthood were identified and were predicted by the types of ethnic-racial socialization messages emerging adults received from adolescence through emerging adulthood. These results highlight the importance of receiving racial pride and racial barrier messages along with minimal egalitarian and negative messages from socialization agents in order to foster a healthy and positive Black ethnic-racial identity during emerging adulthood. Clinical implications, family life education implications, implications for diverse socialization agents, and areas for future research based on the findings of the present study are discussed.

Researchers agree that Puerto Ricans lack basic financial knowledge that would allow them to participate in the financial system actively. However, the literature did not provide any data about the knowledge transmission practices that Puerto Ricans use to gather and transmit financial knowledge. As a result, there was a limited understanding of the social learning processes used by Puerto Rican college students to make financial decisions. Using consumer socialization and family financial socialization models as the theoretical framework, the purpose of this quantitative, nonexperimental study was to identify the information sources that Puerto Ricans use to gather financial knowledge. A sample of 198 Puerto Rican college students answered a portion of the College Student Financial Literacy Survey. The research questions examined the preference of 4 financial information sources, their level of influence, and the impact of exposure frequency of these socialization agents. Descriptive statistics showed that participants preferred to gather financial knowledge from parents. A combination of one-way ANOVA and RMANOVA confirmed that parents also had the highest level of influence. The results of a multiple linear regression test suggested that the frequency of exposure did not predict the financial knowledge of students in the sample. The outcomes of this study may be helpful in optimizing the communication vehicles used to transmit financial knowledge to the public. Researchers, educators, and policymakers may also use this study as foundation for the development of effective financial education strategies that will promote positive social change in Puerto Rico.

In several years researchers have focused on identifying different socialization agents that influence the child consumer in the purchasing process. These studies have identified parents, friends and peers, television, role models, and different virtual communities as socialization agents. However, there is still no understanding of how the socialization agents are integrated in the decision-making process. The purpose is therefore to identify how the child-consumers are influenced by different sources in their decision-making process, and recognise the socialization agents’ interaction as influencers. The authors have found that there is a continuous interaction between the socialization agents in the decision-making process. The socialization agents, such as parents, siblings, friends and peers, television, role models and virtual communities, separately influence the adolescents in the purchasing process, however, the adolescents do not only take into consideration the opinion of one socialization agent but rather they use all of them. The authors have also found that the socialization agents act as support systems to other socialization agents, this in both influence and credibility.

<p>In several years researchers have focused on identifying different socialization agents that influence the child consumer in the purchasing process. These studies have identified parents, friends and peers, television, role models, and different virtual communities as socialization agents. However, there is still no understanding of how the socialization agents are integrated in the decision-making process.</p><p>The purpose is therefore to identify how the child-consumers are influenced by different sources in their decision-making process, and recognise the socialization agents’ interaction as influencers.</p><p>The authors have found that there is a continuous interaction between the socialization agents in the decision-making process. The socialization agents, such as parents, siblings, friends and peers, television, role models and virtual communities, separately influence the adolescents in the purchasing process, however, the adolescents do not only take into consideration the opinion of one socialization agent but rather they use all of them. The authors have also found that the socialization agents act as support systems to other socialization agents, this in both influence and credibility.</p><p> </p>