Parental influence on adolescents' consumer activities in Malaysia Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/6m311t42j

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  • An investigation was conducted on parental influence on adolescent's consumer activities in Malaysia. A total of 4287 Form Four students from 32 randomly selected schools, with 80 percent of their parents, participated in this study. A majority of the adolescents were staying with parents in rural areas. The adolescents received some allowance and reported performing consumer roles. Chi square tests were conducted to determine parent-adolescent behavioral overlap and congruity of response. Adolescents tend to behave in a manner similar to their parents; both parent and adolescent perceptions pertaining to their interaction about consumption were congruent. Multiple regression analysis was conducted to determine factors significantly influencing adolescent-parent interaction about consumption and adolescent consumer activism. Parents income, number of siblings, and interval between allowances had a negative influence on adolescent-parent interaction about consumption. Sibling ranking, parental perception of the adolescent-parent interaction, and parent reported consumer practices had a positive influence on this dependent variable. Variance in consumer activism was significantly explained by the index of amenities, adolescent's age, total allowance received by the adolescent, adolescent-parent interaction, parent reported consumer practices and father's occupation. The results indicated that adolescents whose parent performed effective consumer practices tended to perform more of the socially desirable consumer behaviors. Parents in Malaysia play important roles in consumer learning through social interaction or modeling. The findings are consistent with research conducted in the United States, and support the application of a consumer socialization framework in developing countries, particularly Malaysia.
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  • 1987
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