A framework to examine the role of reality TV as a consumer socialisation agent of teenagers in a developing country

Teenagers constitute a strong market segment these days. Consequently it is important for marketers to understand teenage consumer patterns. However, most research on consumer socialisation so far has been carried out in the context of developed countries. Moreover, identifying behavioral differences between teenage children from different social class backgrounds has received little attention. This paper proposes to examine the role of reality TV as a consumer socialisation agent of teenagers from both urban middle and lower social classes in a developing country