Products and Services in the Perspective of Consumer Socialization

Kjell Grønhaug (The Norwegian School of Economic and Business Administration)
Alladi Venkatesh (University of California, Irvine)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1986

Abstract

Focuses on consumption activities in the context of socialization and because of this implications are highlighted. States that socialization encompasses a vast literature, from major disciplines and lists these. Looks also at the consumer and purchases of goods. Posits that social class is a major influence on purchasing, especially regarding technology‐type appliances such as computers, cars and other relative articles.

Keywords

Citation

Grønhaug, K. and Venkatesh, A. (1986), "Products and Services in the Perspective of Consumer Socialization", European Journal of Marketing, Vol. 20 No. 10, pp. 55-65. https://doi.org/10.1108/EUM0000000004672

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Publisher

:

MCB UP Ltd

Copyright © 1986, MCB UP Limited

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