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1. Introduction
Consumer socialization is a source of influence on drinking behavior and has been emphasized in socialization theories which stress the primacy of drinking behavior and socialization and the critical roles of parents and culture (Kim et al., 2011). In addition, parental and familial dynamics have been described as the major source of cultural transmission through which particular styles of drinking are learned beside this other sources of socialization like social media has gain a lot much attention these days and act as catalyst to passed theses social values to other groups members (Nowak et al., 2006). Consumer socialization is a process by which people get knowledge, skills and form a specific behavior and attitude through their social environment. Despite the increasing interest in soft drink socialization, very little research is available on association of consumer socialization to their drinking practices (Ponte and Rizzi, 2010; Andreyeva et al., 2011).
The study of consumer socialization has been presented in many ways like in the cultural context but it lacks the interest of cohorts across the different civilization some finding suggest that in past days consumer socialization is what they adopt from their parents but with the passage of time the concept have been changed and young people adopt socialization other than their parents and that phenomena needs attention of the researchers (Antonacopoulou and Pesqueux, 2010).
Chen (2011) indicated that social networking has gain a lot much attention these days now consumers can share their interest’s feelings through such types of social networking sites, this also increase the associations between consumers. A recent series of longitudinal studies by Nowak et al. (2006) showing that consumer consumption is associated with their socio economic factors and also explored more frequent behavior in generational “Y” consumers where they learn values from their parents, peers and culture as well. The studies described above suggest that soft drink socialization may be an important antecedent of generational drinking practices but their applicability with other sources of socialization like social media is unexplored (Kim and Kim, 2010; Aljukhadar and Senecal, 2011). Consumer consumption relates to the two basic concepts, theses are hedonic and utilitarian consumption. The consumer hedonic consumption defines those facets of consumer consumption behavior that relate to...