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

Luciana de Araujo Gil; Abhishek Dwivedi; Lester Johnson

Abstract

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 language	English
Pages	324
Number of pages	1
Publication status	Published - Jun 2015
Event	Global Fashion Management Conference 2015 - University of Florence, Florence, Italy Duration: 25 Jun 2015 → 28 Jun 2015 http://gammaconference.org/main.html?ckattempt=1 (Conference webpage)

Conference

Conference	Global Fashion Management Conference 2015
Abbreviated title	Renaissance of Marketing and Management in Fashion
Country/Territory	Italy
City	Florence
Period	25/06/15 → 28/06/15
Internet address	http://gammaconference.org/main.html?ckattempt=1 (Conference webpage)

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AB - 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

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

Abstract

Conference

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