Abstract
Abstract There has been an increasing interest in consumers’ consumption values and decision-making styles, which are important indicators of consumers’ socialization degree. Adolescent are in the key stage of consumer socialization and they have the consumption ability and potential to a certain extent. So much more attention should be paid on their consumption behavior. Previous studies indicated that family financial education was likely to affect consumers’ consumption values and decision-making styles and consumption values might also influence consumers’ decision-making styles. Therefore adolescents’ consumption values were speculated to play a mediating role between family financial education and consumer decision-making styles.
In this study, 377 adolescents were invited to complete a booklet containing Revised Consumer Styles Inventory (Zhang, 2009), Adolescents’ Consumption Values (Sun, Zheng, 2007) and Family Financial Education Questionnaire (Shi, 2008). Statistical analyses were conducted using SPSS 15.0 and Amos 5.0.
The results indicated that adolescents’ frugality conscious based consumption values positively predicted rational price conscious and quality conscious decision-making styles. Fad conscious based consumption values positively predicted irrational consciousness, hedonic consciousness and quality conscious, and predicted price conscious negatively. Seeking connections in high places consumption values negatively predicted irrational consciousness and price conscious.
Parents’ indulgence and complaint educations positively predicted fad conscious based consumption values and seeking connections in high places consumption and negatively predicted frugality conscious based consumption values. Parents’ induction and intervention positively predicted frugality conscious based consumption. Parents’ intervention predicted irrational decision-making styles positively. Inductive education predicted quality conscious positively and irrational consciousness negatively. Parents’ indulgence positively predicted irrational consciousness, hedonic consciousness and quality conscious, and negatively predicted price conscious.
The results indicated that positive parental style advanced rational decision-making styles through desirable consumption values . Negative parental style advanced irrational decision-making styles through undesirable consumption values , and reduced rational decision-making styles by reducing desirable consumption values .
The results also indicated that parents played a much more negative role in adolescents’ consumption socialization. So, as one of the most important socialization agents of adolescents, parents should increase their financial education frequency and intensity.
Our conclusions: adolescents’ consumption values mediated between family financial education and consumer decision-making styles. The results confirmed the hypothesis and enriched the consumer socialization theory.
Key words
consumption value /
family financial education /
consumer decision-making styles /
adolescents
Cite this article
Download Citations
Jun ZHANG.
The Mediating Role of Adolescents' Consumption Values between Family Financial Education and Consumer Decision-making Styles[J]. Journal of Psychological Science. 2012, 35(2): 376-383
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}