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

Abstract

This research proposes to examine the role of TV, as a consumer socialisation agent of teenagers from both urban middle and lower social classes in a developing country. This research also involves developing and testing a model of consumer socialisation by reality TV. Particularly, involvement of social structural variables (e.g., gender and social class difference) will be examined to understand the role of reality TV in the consumer socialisation process of teenagers in developing country. Further, peers' influences and parental control on TV will be considered to understand consumer socialisation process.

Date of Award	2010
Original language	English