Gradus

Vol 4, No 2 (2017): Autumn (November)

 

A FOGYASZTÓVÁ VÁLÁS „RÖGÖS” ÚTJA, A FOGYASZTÓI SZOCIALIZÁCIÓ NÉHÁNY ASPESKTUSA

ON BECOMING A CONSUMER, SOME ASPECTS OF CONSUMER SOCIALIZATION


Éva Pólya

Abstract

A legtöbb emberi magatartás valamilyen formában fogyasztói magatartásnak tekinthető a fejlett kultúrákban, mely átszövi az életünk minden területét. A fogyasztói magatartással azonban nem születünk, hanem fokozatosan sajátítjuk el eme képességünket. Ennek tanulmányozása teszi számunkra lehetővé, hogy megértsük a fogyasztók milyen kontextusban élnek a társadalomban. A fogyasztóvá válás folyamatát leginkább a fogyasztói szocializációval jellemezhetjük, melynek néhány aspesktusát jelen munkámban is bemutatom.

Most behavior of people can be regarded as consumer behavior in developed cultures and it intertwines all fields of our lives. Nevertheless we were not born with consumer behavior, but we gradually acquire this skill. By studying this process we can understand the context how consumers live in our society. The process of becoming a consumer can be described the most with consumer socialization of what I introduce some aspects in this paper.


Keywords

Kulcsszavak: fogyasztói szocializáció, fogyasztói magatartás, családi szerepek,

Keywords: consumer behavior, consumer socialization, family roles,


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