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

Luciana de Araujo Gil, Abhishek Dwivedi, Lester Johnson

Research output: Other contribution to conferenceAbstractpeer-review

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Peer pressure and popularity have always been important issues for teenagers, potentially impacting on teenagers’ attitudes towards luxury, social consumption motivation and their self-concept clarity (how clearly teens view themselves). We empirically 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 itself directly impacts attitudes towards luxury items. 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.

Keywords: popularity, peer pressure, social
Original languageEnglish
Number of pages1
Publication statusPublished - Jun 2015
EventGlobal Fashion Management Conference 2015 - University of Florence, Florence, Italy
Duration: 25 Jun 201528 Jun 2015
http://gammaconference.org/main.html?ckattempt=1 (Conference webpage)


ConferenceGlobal Fashion Management Conference 2015
Abbreviated titleRenaissance of Marketing and Management in Fashion
Internet address


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