Reverse socialization: Comparison of the effects of adolescents and pre-adolescents on parent purchasing behaviors

Human beings, who are social beings, spend the time from birth to death within the social structure. The cultural transfer of the society in which he was born forms his personality, behaviors, beliefs and attitudes. All the economic, technological and environmental changes experienced also show their effects in the social field. Considering the historical development of the family, which is the smallest structure of society; It is seen that it is affected as well as being affected by the changes. The role of family members in purchasing behavior also changes in parallel with family types. In the family, which has evolved from the extended family to the nuclear family, there have also been changes from the patriarchal structure to the child-masculine structure. Many effects such as the increase in the income level of the family with the mother's entry into the working life, the fact that the person who will take care of the child is at school, nursery instead of the mother or grandmother, and the increase in the number of divorced families have caused the early socialization of adolescents and increased responsibilities. As in many areas, the influence of adolescents in purchasing technological products has increased. In traditional societies, the influence of product knowledge and purchasing decisions is father or mother; The concept of Reverse Socialization, which was put forward to express that adolescents are decisive in the purchase of technological products, constitutes the subject of the study. In this study, it has been tried to explain the effects of adolescent and proposal on technological product purchases and whether there is a significant difference between these effects through the concept of Reverse Socialization. In the first part of the study, the consumer, consumer behavior and the concept of family, types and purchasing stages; In the second part, adolescents and their technological product interests and the concept of Reverse Socialization are included. Concept of Reverse Socialization; In the first part of this study, which was carried out to explain the effects of adolescents and proposals on technological purchases, and how these effects differ, in the first part of the study, consumer and consumer behaviors and the concept of family, types and purchasing stages, and in the second part; adolescents and adolescents' technological product interests and Reverse. The concept of socialization has been tried to be explained. In the third part of the research, a survey was conducted with 400 adolescents studying at General, Private, Anatolian, Science and Vocational High Schools in the city center to investigate the effect of 6th and 12th grade adolescents living in Elazig on the purchase of products such as mobile phones and automobiles. The survey was analyzed in the licensed SPSS 22.0 program. Keywords: Reverse Socialization, Socialization, Adolescent-Pre-Adolescent Purchasing Behavior, Consumer Behavior.