Adolescent Consumer Vulnerability: Consumer Socialization Perspective

Understanding variety of areas of vulnerabilities that Adolescent Consumers are facing in today’s market place is very important and broadly discussed topic within the current literature. However, desired research findings do not exist to figure out what exactly Adolescent Consumer vulnerability refers and actual vulnerabilities, adolescents are facing via socialization. Within this backdrop, this systematic literature review conducted to fill those existing knowledge gaps and identify suitable research areas and future prospects within the field of Adolescent Consumer Vulnerability from Socialization perspective. A careful examination of 40 papers, published within 2005-2020 period led to the identification of five research areas with current importance. Thus, the study revealed how; Peers, Parents, TV Advertising, Online context and Retailers, influence on Adolescent Consumer Vulnerability. Finally, the review results highlighted the existing knowledge gap of moderating role played by socio demographic structure on the direct relationship between Socialization Agents and Adolescent Consumer Vulnerability.