CONSUMPTION SYMBOLISM: A CONSUMER SOCIALIZATION PERSPECTIVE
Denise D. Schoenbachler, Northern Illinois University
Douglas J. Ayers, Northern Illinois University
Geoffrey L. Gordon, Northern Illinois University
ABSTRACT
This paper draws on social learning and consumer socialization theory to propose socialization
agents and social structural variables responsible for the development of consumption symbolism
in young people. Specifically, age, social class and sex are social structural variables which are
likely to influence the development of consumption symbolism in adolescents. Peers, the family
and the mass media are socialization agents which influence young people's ability to view
products as symbols. Research propositions are presented which outline theoretical relationships
between the socialization and social structural agents and the development of consumption
symbolism with adolescents.
INTRODUCTION
Teenagers spend roughly $89 billion a year--$57 billion from......

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