Abstract: The study of adolescents as consumers has been under researched in the marketing literature. The authors first describe the specificities and importance of these consumers and stress the lack of consensus on some of their characteristics. They then focus on two constructs: attitude toward the brand and enduring involvement in categories of products and services. Finally, the authors present the development of two relevant measurement scales specially adapted to research on adolescents as consumers. Surveys involving 1,397 adolescents were condu...
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Topics: 
Marketing
Social psychology
Advertising