Consumer socialization has been defined as the process in which individuals obtain the essential knowledge, attitudes, and skills related to consumption to become empowered consumers in the marketplace (Ward, 1974). Although consumer socialization is a lifelong process, childhood is usually seen as the life stage where the majority of this process takes place and people develop from unknowing to knowing beings (John, 1999). Parents are usually seen as the primary source of influence in the consumer socialisation process of children, which refers to a process called primary consumer socialization. While the primary consumer socialization process of children has been extensively studied by researchers from a variety of disciplines (John & Chaplin, 2022), this project will explore how people can learn in life stages past their childhood, and will explore how children can also exert reverse and reciprocal socialization on their parents and how media can influence this proces.