TY - JOUR
T1 - Prosocial consumer socialization
T2 - how socialization agents impact prosocial attitudes and behavior
AU - Craig, Clay M.
AU - Brooks, Mary E.
AU - Bichard, Shannon
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
PY - 2021
Y1 - 2021
N2 - Individuals donating to and volunteering with charitable organizations is an important and increasingly necessary aspect of society. Through the use of an online survey of college students from a large southwest university (N= 374), the current body of research utilized consumer socialization theory to examine the influence that four socialization agents (parents, peers, media, and social media) have on individuals’ prosocial attitudes and behavioral intentions. Analysis reveals parents, peers, and social media have a positive influence on volunteer intentions, while only peers influence prosocial attitudes. Additionally, females have more favorable attitudes and volunteer intentions than males and were influenced by peers, media, and social media significantly more than males.
AB - Individuals donating to and volunteering with charitable organizations is an important and increasingly necessary aspect of society. Through the use of an online survey of college students from a large southwest university (N= 374), the current body of research utilized consumer socialization theory to examine the influence that four socialization agents (parents, peers, media, and social media) have on individuals’ prosocial attitudes and behavioral intentions. Analysis reveals parents, peers, and social media have a positive influence on volunteer intentions, while only peers influence prosocial attitudes. Additionally, females have more favorable attitudes and volunteer intentions than males and were influenced by peers, media, and social media significantly more than males.
UR - http://www.scopus.com/inward/record.url?scp=85083654922&partnerID=8YFLogxK
U2 - 10.1080/15456870.2020.1751627
DO - 10.1080/15456870.2020.1751627
M3 - Article
AN - SCOPUS:85083654922
SN - 1545-6870
VL - 29
SP - 136
EP - 150
JO - Atlantic Journal of Communication
JF - Atlantic Journal of Communication
IS - 3
ER -