Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well-being

Abstract

Stress can impact various aspects of a person's well-being. While some researchers have suggested that consumption-related activities may cause stress, no research has yet explored such stress among vulnerable, younger consumers. To better understand this phenomenon, the concept of adolescents' perceived brand deprivation stress (BDS) is introduced as a state of tension perceived negatively by a young consumer when he or she does not have specific brands from a particular product category. In a series of three studies with adolescents aged 11-17 years, a reliable and valid measure of BDS is developed and a framework encompassing antecedents and consequences of it is tested. This research demonstrates that an adolescent's peer group compared to the media exerts the strongest influence on BDS which is also affected by product involvement and age. In turn, stress influences both brand purchase intentions and psychosomatic illnesses, with the latter being reduced by consumer self-confidence. The studies show that BDS is real, but seemingly problematic for only a small portion of vulnerable adolescents. The findings suggest that marketers should be cautious when targeting young consumers and that educational programs aimed at developing consumer skills and confidence in adolescents are advisable.

An empirical study on Chinese adolescents' fashion involvement

“…Belk () maintained that “possessions are a major contributor to and reflection of our identities” (p. 139). Possessions, and fashion clothing brands in particular, are important to consumers and are used to communicate their identities and self‐concepts to others, as well as signal group membership and impress important others (Albrecht, Stokburger‐Sauer, Sprott, & Lehmann, ). Because people are constantly engaged in building their identities, the symbolic qualities of products are often the primary reasons for their purchase (Solomon, ).…”

“…Children understand the symbolism associated with consumption, as shown by the stereotypes conveyed by some brands, allowing them to attribute status to brands and their owners (Rodhain & Aurier, ). Fitting in by having the right brands and possessions is a leading motive driving young consumers' consumption preference (Albrecht et al, ; Lopez & Rodriguez, ). The right brands and possessions do not necessarily mean the most expensive ones; they could be any socially desired brand(s).…”

“…The right brands and possessions do not necessarily mean the most expensive ones; they could be any socially desired brand(s). Young consumers are highly aware of and easily affected by the communicational power of fashion brands (Albrecht et al, ), such as logoed Nike t‐shirts to signal coolness, Vans shoes to signal aspirational affiliation with skateboarders, latest Zara fashion clothing to signal trendiness and Apple products to signal tech‐savviness.…”

“…The meaning of fashion is often transmitted to others via various marketing communication channels and various types of mass media; for example, advertising often gives the impression that having specific brands leads to positive social consequences, such as group acceptance. Since adolescents strive for acceptance, appreciation and esteem by their peer group (often to build or maintain a social identity), they pay more attention to TV, Internet and magazine advertisements and become more aware of symbolic brand meaning (Albrecht et al, ).…”

The impact of anti‐consumption on consumer well‐being

“…In general, the concept of well‐being describes the condition of individuals or groups in different areas such as their psychological, physical, social or economic status (Diener & Ryan, ; Iyer & Muncy, ; Lee & Ahn, ; Sirgy & Lee, ). Especially within the scope of marketing and psychology, the relevance of consumer well‐being has grown (Albrecht, Stokburger‐Sauer, Sprott, & Lehmann, ; Pancer & Handelman, ). Summarizing existing literature, it can be said that on the one hand, well‐being is defined “as a general evaluation of a person's life and considers happiness and life satisfaction to be components of it” (Neulinger & Radó, , p. 17).…”