Abstract:
Deviant consumer socialization specifically discusses about the behaviors of consumers which are
contradicting with accepted norms and standards and it may result with negative consequences to
both individuals and as well as the whole society. Even though the existing literature has adequately
addressed consumer socialization (i.e. the acquisition of knowledge, skills and attitudes to become a
rational consumer) in different contexts it is observed that the contribution of socialization agents on
deviant consumer socialization has not been sufficiently investigated. Furthermore, most of the
consumer socialization studies have considered the role of conventional antecedents (age, gender,
income and social class) and consumer socialization agents (parents, peer and mass media) in the
socialization process. In conducting the specific review of literature, the study attempted to examine
the standing discoveries via journal articles of both western and eastern countries. When considering
the coverage period of literature survey a wide time span ( 1960’s to 2015) was covered in order to
capture the gaps relating to the phenomenon in an inclusive manner. Subsequently, the study intends
to propose two new variables to the existing model of socialization process, that is, the role of
personality and role of social media in order to broaden the present understanding of deviant
consumer socialization. Identification of personality traits is particularly sustained based on the
significance of personality differences in consumer decision making process. The study also
proposes social media as a new deviant consumer socialization agent in the contemporary marketing
environment. By means of identifying the above aspects the proposed conceptual framework intends
to elaborate deviant consumer socialization in a more comprehensive and a holistic perspective
extending the prevailing body of knowledge related to the phenomenon.
