Teenagers’ Perceptions of the Influence of Advertising and Price Versus Peers, Parents, Social Context, and Personal Choice on Their Consumer Behavior

Abstract

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.