Abstract
To investigate the relative influence developmental and environmental factors have on young children's socialization as consumers 45 verbal preschool children (2 to 5 years) were administered a verbal questionnaire to assess their recognition of 8 consumer symbols. The children's mothers completed a questionnaire concerning their perceptions of their children's identity and the roles media, peers, and siblings play in children's preferences for clothing symbols. Correlations and multiple regression confirmed the presuppositions that joint influences of developmental and environmental factors in socialization of consumers begin at an early age.
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