Do role models influence teenagers’ purchase intentions and behavior?
Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the ever-growing adolescent consumer market.
- Why is the PTC worried about the make-believe sex and violence on prime time, since it has no influence on real-life behavior or attitudes?
- Do Poverty Attitudes of Social Service Agency Directors Influence Organizational Behavior?
- Does product packaging significantly influence consumer buying behavior?