Subjective norms can be related to socialization agents-namely parents, peer, and mass media. These socialization agents are identified as having an influence on the psychological, emotional and moral development of young people. Moreover, the socialization agent influences students’ interactions with parents and peers, as well as their exposure to advertising in mass media (Frankenberger & Sukhdai, 1994). Importantly, socialization is an inherently cultural process whereby children –through insight, training and imitation-acquire the habits and values matched with adaptation to their culture (Baumrind, 1980, p. 640). Parental socialization is an adult-initiated process which fundamentally assists children in developing habits and values which are matched with their existing cultural environment (Baumrind,1980).