Abstract
This article extensively reviews literature to develop a conceptual framework elucidating the role of socialization agents in developing consumerism among children. The socialization agents are categorized as interpersonal and environmental agents. Interpersonal agents are family and peers. Environmental agents are schools, television and retail stores. Family, peers, schools, television and retail stores are certain antecedents influencing persuasive intent in children called ‘pester power’, which promotes materialistic attitude among them. Such attitude can be curbed through continued intervention of parents called ‘parental guidance’.
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