While many poeple wear T-shirts that state they were "born to shop," the reality is quite different. Children, in fact, learn to shop by watching their parents. As parents allow children to accompany them to the grocery stores and the malls, they are teaching their children how to become consumers. By dressing a child in a particular style clothing, parents teach children the importance of brand names and status within the consumer culture. Other tools, like an allowance, socialize children in money management. Allowances and other financial rewards also underline parents' complicity in consumer socialization: Parents want their children to become consumers.