Reality TV and consumer socialisation of teenagers in a developing country : a conceptual framework

The purpose of this paper is to develop a conceptual framework to examine the role of reality television (RTV) as a consumer socialisation agent of teenagers in a developing country. The paper reviews the current literature underpinning the consumer socialisation process of teenagers, identifies the key constructs and proposes and justifies a conceptual framework. In this paper, based on the current literature, three main elements of socialisation theory: socialisation agents, outcomes, and social structural variables have been identifies. The socialisation agent considered in this paper is RTV and its contents. The three outcome variables that have been identified are consumption related cognition, consumption related attitude and consumption values. The social structural variables that are instrumental in shaping an individualââ"šÂ¬Ã¢"žÂ¢s consumption related cognition, attitude and vales outcomes are teenagersââ"šÂ¬Ã¢"žÂ¢ social class differences, gender differences and parental control on them. This is a conceptual paper. Its propositions are needed to be empirically tested before generalisations can be made. This paper will contribute towards further development of consumer socialisation theory. Once tested, it will also give marketing practitioners valuable insight into developing country teenaged market.