Reverse Socialization: A Myth or Reality? A study on technology related products and services

Athena Joy; Prof. (Dr.) Moli P. Koshy

Volume : IV, Issue : II, February - 2015

Reverse Socialization: A Myth or Reality? A study on technology related products and services

Athena Joy, Prof. Dr. Moli P. Koshy

Abstract :

In the context of consumer theory, reverse socialization refers to secondary socialization where the adult consumers update their skills, attitude and behaviour in order to make efficient consumption choices in a dynamic world. The paper examines the process of reverse socialization in which a younger person teaches an older person. Data were collected from adolescents through an unstructured interview and analysed using the protocol of phenomenology. The study finds out how reverse socialization happens and what are the methods used by the children in transferring the knowledge. It concludes that the escalation of informational role played by the younger generation leads to the parental consumer learning from the children.