The influencing Factors in Jordanian Child’s Consumer Socialization.

Abstract

This study aims to identify the influencing factors in Jordanian child’s

consumer socialization.The study investigates the impact of independent

variables such as: Family, peers, celebrities, commercial advertisement

through the internet, satellite channels, and mobile phones, on the dependant

variable (Jordanian children’s consumer socialization). To achieve the

objective of the study, (500) questioners were distributed to a range of

different schools in different regions in Amman for children from the age

of 10- 16 years.The findings clearly show that the process of consumer

socialization of the Jordanian child is influenced by a group of socialization

agents: family, peers and commercial advertisements through TV channels.

However there is no influence by celebrities, internet and mobile phones.The

findings also show that there is a statistical significant difference in the effect

of socialization agents according to demographic variables for both the child

and the family.The study recommends the need for marketers to adopt new

strategies to influence the consumer socialization of the Jordanian child.