This chapter describes the socialization process of young consumers by explaining the role the main socialization agents involved in consumption learning in different youth cultures play. I introduce different stages of youth socialization, namely: (1) primary socialization typical of childescence and adonascence youth cultures; and (2) secondary socialization, which concerns adolescents and adulescents. This chapter aims to present the major socialization agents companies and brands targeting the youth market should consider in their communication and marketing actions aimed at each segmenculture. The socialization and learning processes of young consumers across different youth cultures are discussed and defined in this chapter. The processes are also illustrated by different examples.
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Front Matter
