Muslim consumer socialization behavior, Locus of control scale, Arab culture/ Jordan.

What is it about?

The purpose of this paper is to measure the direct and indirect influences of locus of control on the communication patterns of Jordanian Muslim parents in the marketplace activities that directly influence their children’s consumption behaviour. The validity of locus of control components within the context of consumer socialisation and cultural perspectives has been taken into account before testing the hypotheses. A total of 400 self-administered questionnaires were distributed to Muslim parents via their children aged from 8 to 12 years in 12 public schools that were randomly chosen from different areas of Amman metropolitan-Jordan. The principal component analysis, confirmatory factor analysis, paired sample t-test, the multiple regression analysis, and the bootstrapping test using structural equation modelling were used to validate the model’s constructs and to test the research hypotheses. The communication patterns of Jordanian Muslim parents are more likely to be influenced by the high and low beliefs in the chance, whereas the highest degree of the indirect influences is associated with Muslims’ belief in powerful others.

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