Children and Consumer Socialization

The consumer socialization theory describes the process through which children gain the necessary skills, knowledge and attitudes to function as consumers. Besides persuasion knowledge, children gain product evaluation abilities and consumer values as a result of this process. Consumer socialization is often influenced by external influences, such as parents and media. Within CEPEC, we investigate consumer socialization and how it is influenced by media, as this may affect advertising effects and even children's well-being.

This topic is currently part of the post-doctoral research of Ini Vanwesenbeeck and Dieneke Van De Sompel, under the guidance of Liselot Hudders and Veroline Cauberghe.