Consumer socialization is defined as a process by which individuals develop consumerrelated skills, knowledge and attitudes within the marketplace to function as a consumer (Moschis & Churchill, 1978). Consumer socialization occurs at all stages in life, but is most commonly found when a consumer enters a new life stage. This study explores the consumer socialization in the context of an American wedding. Wedding is a unique life event that involves consumption practices including the location of ceremony, music, cake, and flowers, catering and photography. Wedding exposes people to consumption of various unfamiliar or risky products. For example, most male consumers are unfamiliar with engagement rings and brides perceive high level of risk in purchasing wedding dress.