Do role models influence teenagers’ purchase intentions and behavior?
Abstract
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.
Keywords
Citation
Martin, C.A. and Bush, A.J. (2000), "Do role models influence teenagers’ purchase intentions and behavior?", Journal of Consumer Marketing, Vol. 17 No. 5, pp. 441-453. https://doi.org/10.1108/07363760010341081
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited