The purpose of this study was to explore the potential of content analysis methodology for clarifying the nature of one agent of consumer socialization, prime‐time television. The results indicated that the consumer‐related content of prime‐time television programs can be identified with this technique and that it may be useful in studying a variety of issues in consumer affairs. Special issues that should be considered in using the methodology are outlined, as are some promising avenues for future research concerning the socialization of cons