Advertisement
Published in:
2015 | OriginalPaper | Chapter
Teenagers’ Perceptions of the Influence of Advertising and Price Versus Peers, Parents, Social Context, and Personal Choice on Their Consumer Behavior
Authors : Timothy P. Meyer, Kathryn A. Meyer, Thomas R. Donohue
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
This study examined the differences in the degree of perceived influence among teenagers regarding marketer- and nonmarketer controlled factors in the product categories of alcohol and clothing purchases. Results showed that personal choice and peer influence were crucial in both categories, especially during the pre--teen and early teen years; price was very important for current purchases; advertising was notably unimportant for alcohol but much more important for clothing.