Who teaches them to consume: a study of Brazilian youngsters

This article is aligned with Burgess and Steenkamp's suggestion of the need for a marketing renaissance through research into emerging markets in order to advance marketing science and practice. The objective was to study the consumer socialization of pre‐adolescents and adolescents living in the city of Rio de Janeiro. The study also seeks to understand the consumer socialization process and primary influences. Being an exploratory study, it was developed through interviews with 10 participants, aged 11–13. Findings highlighted aspects not yet reported by the international literature, such as the postponement of mobility and autonomy for consumer behaviour because of parents' concerns with violence in a major urban centre. Another issue that is discussed is the probability that grandparents and domestic workers act as potential agents for children's consumer socialization.