Role of reality TV as a consumer-socialization agent of teenagers in a developing country

Abstract

List of Tables Serial No Name of the Table Page No 2.1 Parent-Children Communication Patterns 35 2.2 Classification of Media 46 1.7 Definitions Definitions adopted by researchers are often not uniform, so the key terms used in research reports need to be defined. The following definitions and concepts are some of the key terms that will be used in this report. Socialisation: "The process by which someone learns the ways of a given society or social group so that they can function within it" Elkin and Handel (1972, p. 4). Consumer Socialisation: "Consumer socialisation is a process by which young people acquires skills, knowledge and attitudes relevant to their functioning as consumers in the market place" Neal, Quester and Hawkins (2004, p.434). Media Vehicle: "Media vehicles are specific media within each general media type, such as specific magazines, TV shows or radio programs" (Kotler et al. 2007). Media Content: "Media content is entertainment, violence, sex, and informational issues which are shown in the media vehicle" (Bushman 2005). Reality TV (RTV): "RTV is a generation of TV programming which represents purportedly unscripted dramatic or humorous situations, documents, actual events, and features ordinary people instead of professional actors" (Deziel 2004). Involvement: "A person's perceived relevance to the object based on inherent needs, values, and interest" (Zaichkowsky 1985). Cognition: "Cognition is the mental processes involved in gaining knowledge and comprehension; including thinking, knowing, remembering, judging, and problem solving" (Wagner 2008). Consumption related cognition: Is the mental processes involved in gaining knowledge and comprehension; including thinking, knowing, remembering, judging, problem solving and skill development regarding products and brands consumption (developed for this thesis). Attitude: "An enduring combination of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment, such as other people, places, ideas, products, etc" (Neal, Quester & Hawkins 2004). Consumption related attitude: An enduring combination of motivational, emotional, perceptual and cognitive process with respect to imitation, fashion, inspiration and product placement, (developed for this thesis). Values: "Values are shared beliefs among group members as to what behaviours are desirable or undesirable" (Pope, Brennan & Voges 2007, p. 335). Consumption related values: Are shared beliefs among group members as to what behaviours are desirable or undesirable towards products, prohibited product consumption, materialism and antisocial behaviour, (developed for this thesis). Construct: "A hypothetical variable made up of a set of component responses or behaviours that are thought to be related" (Hair, Bush & Ortinau 2006, p.353). Domain: "The set of identifiable and measurable components associated with an abstract construct" (Hair, Bush & Ortinau 2006, p.354). Model: "A model is a representation of the most important elements of a perceived real worl...

Mass Media- An Originator of Pester Power and Materialism

“…Media has been considered as a vehicle by advertisers to promote their product .Media incorporates daily papers, magazines, TV, radio and web. As per past researches mass media is acknowledged to be a chief socialization agent (Haq & Rahman, 2015;Ward, 1974;Godhani, Khant, & Jadeja, 2012;Moschis, 1978) and advertisements presented on mass media promote the ideas among individuals that acquisition of products result in happiness,success and increased social acceptability (Shrum & Rustagi, 2017). According to a recent study ,child media exposure is highly correlated with increased child purchase request for unhealthy products therefore television and internet exposure to young children is regarded as facetious having harmful effects on child behavior and health.…”

“…An average youngster sees approximamtely 40,000 advertisements every year (Kunkel , 2001). Media has been examined as a significant socialization agent (television, internet) having a great impact on persuasive behavior among children (Elder, 2018;Nelson et al, 2017;Haq and Rahman, 2015;Godhani, Khant, and Jadeja, 2012).…”

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

“…Eagly and Chaiken (2007) report that teenagers' attitudes are highly influenced by the TVAdv, helping in identity development, and strengthening of social relationships by providing topics for discussion with family members, friends, and peers (Genner and Suss, 2017). Haq and Rahman (2015) have identified the role of reality television as a consumer socialization agent. Consequently, the influence of TVAdv on consumers cannot be undermined and must be explored further.…”

National Cultural Constructs and Consumer Socialization Effects on Adolescent’s Influence on Family Vacation Decisions

“…Adolescents' influence on consumption decisions of their parents largely depends on socialization factors such as the parental communication style, internet influence, and television influence (Aleti et al 2015, Haq and Rahman 2015, Barber 2013, Kaur and Medury 2011. Amongst the diverse agents identified, parents, peers and media have received the most attention (Aleti et al 2015, Dotson and Hyatt, 2005.…”

“…Television's influence is mostly expressive, affecting attitudes such as desire for products, brand preference, and a sense of belonging (Barber 2013). For Haq and Rahman (2015), television helps adolescents to develop product-related knowledge, consumer-role perception and influences their purchasing intentions. Mangleburg and Bristol (1998) found that the degree of television viewing improves the adolescent's marketplace knowledge.…”