@inproceedings{01JKGCP70A69JWFJGV9YZVAW67,
  abstract     = {{Consumer socialization, the process by which young people acquire consumer-related skills, knowledge, and attitudes to function as consumers, has traditionally focused on primary socialization (Ward, 1974), where parents are seen as the main influencers and children as passive learners. This unidirectional view overlooks the dynamic nature of family interactions, particularly reverse socialization, where children may teach their parents about consumer behavior as well. Recent research highlights the bidirectional nature of consumer learning, a dynamic increasingly evident in the digital age, as children often possess online consumer skills that their parents lack (Jiao & Wei, 2020; Singh et al., 2020; Thaichon, 2017). This shift is important, given that socialization is a lifelong process. However, research on reverse (child-to-parent) and reciprocal (mutual) consumer socialization, remains in its infancy, with studies in these areas significantly outnumbered by those on primary socialization. As a result, reverse and reciprocal socialization are underrepresented in existing literature reviews, highlighting the need for a more holistic understanding of bidirectional learning dynamics within families.
This paper addresses this literature gap with a systematic review, providing a comprehensive analysis of current research on consumer socialization within a family context, identifying key gaps, and suggesting future directions with a holistic, bidirectional focus, particularly relevant in today’s evolving digital landscape. To conduct our review, we followed the PRISMA framework. The initial search yielded 152 results from Web of Science and 330 from Scopus. After removing 131 duplicates, 146 articles were excluded for not focusing on consumption (n = 33), involving children over 18 (n = 47), or lacking a central parent-child relationship (n = 66). Qualitative coding was then applied to the 216 remaining articles to identify key research clusters. Drawing on Moschis and Churchill’s (1978) model of consumer socialization, the review addresses key variables in the socialization process, including social structural constraints, age, socialization agents, learning processes, and outcomes. 
The findings reveal that reverse socialization is not only underrepresented but also conceptually fragmented. Most studies focus on surface-level exchanges, such as children introducing parents to new technologies or online shopping behaviors, without delving into the deeper competencies and skills parents might acquire from their children. Our review also notes that the influence of digital and social media on these bidirectional learning processes remains largely unexplored. Additionally, traditional perspectives often frame children’s influence in negative terms, associating it with behaviors like pestering. Emerging evidence indicates that children can positively shape family consumption decisions and contribute to their parents' consumer learning, fostering collaborative learning experiences.
From a methodological standpoint, the dominance of a post-positivist approach with quantitative studies limits the depth of insights into familial interactions. The review calls for a shift toward qualitative and mixed-method approaches, which can better capture the nuanced and dynamic nature of bidirectional socialization. Such approaches would enable a deeper understanding of how families co-create consumer knowledge and adapt their behaviors over time. Longitudinal studies, in particular, could provide valuable insights into how these learning processes evolve across different life stages and cultural contexts.
In conclusion, this review highlights the need for a revised framework that captures the bidirectional nature of consumer socialization within families. Recognizing children as active contributors to their parents' consumer learning enriches our understanding of consumer socialisation dynamics in a family context and offers practical insights for more effective consumer education programs. A holistic approach in future research can better address the complexities of consumer socialization in the digital age, fostering a deeper understanding of how families navigate consumption in an interconnected world.}},
  author       = {{Dhondt, Bo and Van de Sompel, Dieneke and Hudders, Liselot}},
  booktitle    = {{Etmaal van de Communicatiewetenschap 2025, Abstracts}},
  language     = {{eng}},
  location     = {{Brugge, België}},
  title        = {{Consumer learning in families : a systematic review of the literature}},
  year         = {{2025}},
}