A Cross‐cultural Study of Children's Consumer Socialization in Hong Kong, New Zealand, Taiwan, and the United States

Abstract

A new research program has been established that determines the nature and extent of consumer socialization of children throughout the industrialized world. The first three nations' children to be studied were those in Hong Kong, New Zealand, and Taiwan. This paper describes this program, the results of the three consumer socialization studies, and provides cross‐comparisons among the three nations and the United States.

Citation

McNeal, J.U., Viswanathan, V.R. and Yeh, C. (1993), "A Cross‐cultural Study of Children's Consumer Socialization in Hong Kong, New Zealand, Taiwan, and the United States", Asia Pacific Journal of Marketing and Logistics, Vol. 5 No. 3, pp. 56-69. https://doi.org/10.1108/eb010253