Adolescent Consumer Vulnerability: Consumer Socialization Perspective

Understanding variety of areas 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 Consumer vulnerability refers actual vulnerabilities, adolescents via socialization. Within this backdrop, systematic literature review conducted fill those existing knowledge gaps identify suitable future prospects field Vulnerability from Socialization perspective. A careful examination 40 papers, published 2005-2020 period led identification five with importance. Thus, study revealed how; Peers, Parents, TV Advertising, Online context Retailers, influence on Vulnerability. Finally, results highlighted gap moderating role played by socio demographic structure direct relationship between Agents