| Abstract: College Students’ Consumer Competence: Identifying the Socialization Sources
Although young people seem to show many deficiencies in terms of consumer competence, we know very little about what sources will help to develop their competence in this area. This exploratory study was undertaken with a convenience sample of college students who completed a questionnaire during class time. The overall results suggest that older college students who are more influenced by their parents and school, and less influenced by their peers (normative dimension) and media such as television, Internet, and magazines, are more likely to be competent consumers than their counterparts. The results are discussed in the light of consumer education. |
