This study examines co-shopping frequency (mothers shop
ping with children) from a consumer socialization perspec
tive. It also compares consumer orientations and socializa
tion behaviors of heavier, moderate and lighter co-shoppers.
Results indicate that these groups differ in desires to develop
children's consumer competence, consumer roles played by
children, consumption motivations and values, and poten
tial efforts to mediate marketing influence.
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