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Effect of popularity and peer pressure on attitudes toward luxury among teens

Effect of popularity and peer pressure on attitudes toward luxury among teens <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Insight and Ideas for Responsible Marketers CrossRef

Effect of popularity and peer pressure on attitudes toward luxury among teens

Young Consumers Insight and Ideas for Responsible Marketers , Volume 18 (1): 84-93 – Apr 18, 2017

Effect of popularity and peer pressure on attitudes toward luxury among teens


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.</jats:p>
</jats:sec>

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References (43)

Publisher
CrossRef
ISSN
1747-3616
DOI
10.1108/yc-10-2016-00639
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.</jats:p> </jats:sec>

Journal

Young Consumers Insight and Ideas for Responsible MarketersCrossRef

Published: Apr 18, 2017

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