Role of Reality TV as a Consumer Socialisation Agent of Teenagers in a Developing Country ...

347 Pages·2013·2.04 MB·English

Role of Reality TV as a Consumer Socialisation Agent of
Teenagers in a Developing Country

Submitted by:

Md. Ridhwanul Haq

MBA (Marketing), Master (Management), BBA (Marketing)

This thesis is Submitted in Fulfillment of the Requirement for the Degree
of Doctor of Philosophy of Marketing

School of Marketing
College of Business
University of Western Sydney

August, 2010
Table of Contents

List of Tables vii

List of Figures x

List of Diagrams xi

Abbreviations xii

Certificate of Authorship xiv

Acknowledgements xv

Ethics Approval xvi

Record of Candidature xvii

Dedication xviii

Abstract xix

1 Introduction

1.1 Background to the Research 1
1.2 Research Gaps 2
1.3 Research Problem, Objectives and Hypotheses 4
1.4 Justification of Research 6
1.5 Research Methodology 7
1.6 Outline of the Thesis 8
1.7 Definitions 10
1.8 Delimitations of Scope and Key Assumptions 12
1.9 Conclusion 12

2 Literature Review

2.1 Introduction 13
2.2 Review of Parent and Immediate Disciplines 15
2.3 Development of Marketing Concept - Consumer Orientation 16
2.4 Consumer Behaviour 17
2.5 Socialisation Theories 20

2.5.1 Socialisation Theories from Multidisciplinary Perspectives 21

2.6 Consumer Socialisation Theories 24
2.7 Learning Theories 28
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2.8 Agents of Consumer Socialisation 32

2.8.1 Family (Parents) 33
2.8.2 Peer Group (Friends) 37
2.8.3 Schools 40
2.8.4 Other Socialisation Agents 42

2.8.4.1 Religious Institutions 42
2.8.4.2 Community 43

2.8.5 Media 43

2.9 Media Type 46

2.9.1 Television 48
2.9.2 Media Vehicle 49
2.9.3 TV Vehicle - Reality TV (RTV) 50

2.10 Conclusion 56

3 Conceptual Framework and Hypotheses

3.1 Introduction 58
3.2 Involvement with Media 58

3.2.1 Involvement with Reality TV (RTV) 60

3.3 Key Constructs of Consumer Socialisation 61

3.3.1 Cognition 62
3.3.1.1Consumption Related Cognition Development by
Television (RTV Involvement) 63

3.3.2 Attitude 66
3.3.2.1 Consumption Related Attitudes Influenced by
Television (RTV Involvement) 67

3.3.3 Values 71
3.3.3.1 Consumption Related Values Transmitted by
Television (RTV Involvement) 72

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3.4 Social Structural Variables in Consumer Socialisation 76

3.4.1 Peer Group Influences on RTV Involvement of Teenagers 76
3.4.2 Parental Control on RTV Involvement of Teenagers 79
3.4.3 Gender Differences of Teenagers and RTV Involvement 83
3.4.4 Social Class Theories 86

3.4.4.1 Social Class Differences of Teenagers and their
RTV Involvement 88
3.5 Conclusion 92

4 Research Methodology

4.1 Introduction 97
4.2 Justification of the Methodology - Quantity or Quality 98
4.3 Research Procedure 101

4.3.1 Qualitative 101

4.3.1.1 Sampling for Qualitative Research 102
4.3.1.2 The Focus Group Interviews (FGI) 102
4.3.1.3 Ensuring Rigour 105
4.3.1.4 Data Management and Analysis 106

4.3.2 Need for Quantitative Research 107
4.3.3 Scale Development and Confirmatory Factor Analysis 108
4.3.4 Constructs, Domains and Scale Items 109

4.3.4.1 RTV Involvement 109
4.3.4.2 Consumption Related Cognition 110
4.3.4.3 Consumption Related Attitude 112
4.3.4.4 Consumption Related Values 113
4.3.4.5 Parental Control 114
4.3.4.6 Peer Group Influence 116
4.3.4.7 List of Constructs, Domains and Scale Items 117

4.3.5 Scale Evaluation 120
4.3.6 Questionnaire - the Research Instrument 122
4.3.7 Sample and Sample Size 123
4.3.8 Administration of Questionnaire 125
4.3.9 Data Preparation 126
4.3.10 Data Entry and Screening 126
4.3.11 Structural Equation Modelling and Hypotheses Testing 127
4.4 Ethical Considerations 127
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5 Refinement of Measurement Scales by Qualitative Measures

5.1 Introduction 128
5.2 RTV Involvement 129
5.3 Consumption Related Cognition 134
5.4 Consumption Related Attitude 139
5.5 Consumption Related Values 143
5.6 Social Structural Variables and RTV Involvement of Teenagers 146

5.6.1 Peer Group Influences on RTV Involvement 147
5.6.2 Parental Control on RTV Involvement 150

5.7 Social Class and Gender Differences of Teenagers and their RTV
Involvement and Consumer Socialisation 153

5.7.1 Social Class Differences and RTV Involvement of Teenagers 153
5.7.2 Gender Differences and RTV Involvement of Teenagers 155

5.8 Conclusion 157

6 Assessment and Refinement of Measurement Scales by Quantitative
Measures

6.1 Introduction 165
6.2 Sample Characteristics 165
6.3 Assessment of Measurement Scales 171
6.4 Results of Exploratory Factor Analysis 172
6.5 Measurement Model Evaluation and Specification 178

6.5.1 Deciding Goodness-of-Fit Criteria 179
6.5.2 Testing the Measurement Model Fit 181

6.6 Assessment of Measurement Scales Using CFA 182

6.6.1 CFA results of ‘Parental Control’ 184
6.6.2 CFA results of ‘Peer Group Influences’ 186
6.6.3 CFA results of ‘RTV Involvement’ 188
6.6.4 CFA results of ‘Consumption Related Cognition’ 190
6.6.5 CFA results of ‘Consumption Related Attitude’ 192
6.6.6 CFA results of ‘Consumption Related Values’ 195

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6.7 Reliability and Validity of Constructs 197

6.7.1 Reliability 197
6.7.2 Reliability of Constructs 198
6.7.3 Item Reliability 199
6.7.4 Validity 200

7 Testing the Theoretical Model and Hypotheses

7.1 Structural Model Evaluation 202

7.1.1 Assessment of the Distribution of the Variables 202
7.1.2 Estimating the Proposed Model 204
7.1.3 Modifying the Model 205
7.1.4 Estimating the Main Model and Test Hypotheses 206
7.1.5 Testing Hypotheses of the Main Model 210
7.1.6 Interpretation/Discussion of Empirical Results 211

7.2 Conclusion 223

8 Conclusions

8.1 Overview 226
8.2 Contribution of this Research 227

8.2.1 Implication for Theory 228
8.2.2 Implication for Methodology 230
8.2.3 Implications for the Policy and Practice 230

8.3 Limitations 232
8.4 Implications for Further Research 233

8.5 Specific Conclusions from the Findings of This Research
Regarding the Research Question and Hypotheses 235

8.6 Conclusion 236

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References 237

Appendix 1: Questionnaire 280
Appendix 2: Flyer for Volunteers 287
Appendix 3: Research Protocol 289
Appendix 4: Participant Consent Form 292
Appendix 5: Focus Group Discussion Script 294
Appendix 6: Parental Consent Form 297
Appendix 7: Permission from Schools in Dhaka 299
Appendix 8: A proposed Model for this Research 302
Appendix 9: Computer Output of the SEM Analysis of the Empirically Tested
Model (Main Model) 305
Appendix 10: Multi-Group Analysis Output of Gender Differences 308
Appendix 11: Multi-Group Analysis Output of Social Class Differences 313
Appendix 12: List of Constructs and Variables 318
Appendix 13: Questionnaire (Bengali Version) 321
Appendix 14: List of Middle and Lower Social Class Suburbs 327

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List of Tables

Serial No Name of the Table Page No
2.1 Parent-Children Communication Patterns 35
2.2 Classification of Media 46
2.3 Features of Various Media 47
2.4 Classification of reality TV (RTV) 50
2.5 Domain of RTV Observables and Their Dimensions 55
3.1 Comparison between Boys and Girls’ Involvement with TV 84
shows
3.2 List of Constructs, Domains and Scale Items Adapted from 93
Literature
4.1 Domain of Scale Items of RTV Involvement 110
4.2 Domain of Scale Items of Consumption Related Cognition 112
4.3 Domain of Scale Items of Consumption Related Attitude 113
4.4 Domain of Scale Items of Consumption Related Values 114
4.5 Domain of Scale Items of Parental Control on TV 115
4.6 Domain of Scale Items of Peers Group Influences 116
4.7 List of Constructs, Domains and Scale Items 117
5.1 List of Constructs, Domains and Scale Items 157
5.2 Teenagers’ Favourite RTV shows (Number within parenthesis 161
indicating number of times mentioned by respondents)
5.3 The Compressed Assembly of Data based on FGIs 162
6.1 Distribution of Respondents by Gender Differences 166
6.2 Distribution of Respondents by Age Groups 166
6.3 Distribution of Respondents by Academic Class 166
6.4 Distribution of Respondents List by Social Classes 167
6.5 A Cross-Tabulation of teenagers’ Parents Social Class and 168
Their Education
6.6 A Cross-Tabulation of teenagers’ Parents Social Class and 169
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Their Occupation
6.7 A Cross-Tabulation of teenagers’ Parents Social Class and 170
Their Annual Income
6.8 Factors, Variables and Factor Loading 173
6.9 Retained Factors, Variables and Factor Loading 177
6.10 Summary of Reliability, Weights, and Fit Indices Used in this 179
Research
6.11 Summary of Standardised Estimates Used for CFA Models 181
6.12 List of Variables 183
6.13 Regression Weights of Parental Control 184
6.14 Standard Regression Weights, Goodness-of-Fits Estimates and 185
Composite Reliability of the Parental Control
6.15 Regression Weights of Peer Group Influences 187
6.16 Standard Regression Weights, Goodness-of- Fits Estimates and 187
Composite Reliability of the Peer Group Influences
6.17 Regression Weights of RTV Involvement 189
6.18 Standard Regression Weights, Goodness-of-Fits Estimates and 189
Composite Reliability of the RTV Involvement
6.19 Regression Weights of Consumption Related Cognition 191
6.20 Standard Regression Weights, Goodness-of -Fits Estimates and 191
Composite Reliability of the Consumption Related Cognition
6.21 Regression Weights of Consumption Related Attitude 193
6.22 Standard Regression Weights, Goodness-of -Fits Estimates and 194
Composite Reliability of the Consumption Related Attitude
6.23 Regression Weights of Consumption Related Values 195
6.24 Standard Regression Weights, Goodness-of -Fits Estimates and 196
Composite Reliability of the Consumption Related Values
6.25 Construct Reliability of Scale Items 198
6.26 Multiple Correlation Coefficients 199
7.1 Assessment of Normality 203
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7.2 Fitness of Measure for the Proposed Model 204
7.3 Fitness of Measure for the Main Model 207
7.4 Comparisons of Fit Measures for Main and Proposed Model 208
7.5 Standard Estimates for the Main Model 210
7.6 Goodness-of-Fits Estimates of Male and Female 217
7.7 Cross Validation Statistics - Gender 218
7.8 Multi-Group Analysis of Gender Differences on Consumer 218
Socialisation
7.9 Goodness-of-Fits Estimates of Middle and Lower Social Class 220
7.10 Cross Validation Statistics - Social Class 221
7.11 Multi-Group Analysis of Social Class Differences on Consumer 222
Socialisation
7.12 Summary of the Research Findings 224
8.1 List of Research Objectives for this Research 226

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