Smartphone consumption In the past, the mobile phone was a communication device. It has become an indispensable necessity since the development of the smartphone. In recent years it has become very popular throughout the world, especially in the markets of Asia, the Pacific, Western Europe and America. According to Gartner, Inc. (2013), global smartphone sales to end users reached 455.6 million units in the third quarter of 2013, while sales of feature phones continued to decline as users rushed to replace their older models with smartphones. Furthermore, 2010 to 2012 was the high-speed growth phase of smartphones (Carson, 2013). It's proof of why most of my friends have switched from feature phones to smartphones since 2010 and become addicted to them. They seemed forced to check email alerts, Facebook notifications and news updates every few minutes. Even though I felt a little envious at first, I still rationally thought I didn't need it. However, I gave in and bought my first smartphone in April 2012. My consumption experience can be explained by the socialization theory of consumption. Consumer socializationThe term "consumer socialization" refers to the developmental stages that individuals developing skills, knowledge, and attitudes relate to their functioning as consumers in markets in young people (Ward, 1974). It is a process of how to consume and how to be a consumer from childhood to maturity. According to Moschis and Moore (1984), consumer socialization can be based on two models: the cognitive development model and the social learning model. The first considers learning as a cognitive psychological process of adapting to one's environment (Moschis and Moore, 1984). Meanwhile, I socialized...... middle of paper ......did not participate in the conversation, I felt that I was not part of this group and that I was invisibly excluded, because there was a gap between our friendships. I couldn't find similarities and affiliations with them. Kandel (1978) argues that similarity is a dominant element in friendship selection and an outcome of friendly interactions. I was afraid that if I didn't have a smartphone, our friendships would disappear, other people's friendships would become closer. Erikson (1968) emphasizes that peer group affiliation allows the individual to form closer relationships with peers and to overcome psychological dependence on parents while maintaining a sense of belonging. Therefore, a conflict had appeared between family education and peer influence. Peer pressure has increasingly shaken my existing conception and collapsed my consumption habit that I have maintained for years.