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

Abstract

Purpose Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to 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, by itself, directly affects attitudes toward luxury items. Design/methodology/approach 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. Findings The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury. Originality/value The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.

The Malleable Self-Concept - Relationships between Young Adolescents’ Self-Concept and Bandwagon Luxury Consumption

“…The hypotheses for status-seeking and self-concept have largely been similar to earlier studies on the emergent market of the youth (Gil et. al., 2017).…”

“…All that a person owns summarizes an individual's identity (Belk, 1988), thus, many a time, people purchase different luxury brands to define their personality and to develop a unique identity (Gil., et al, 2017;Hornsey & Jetten, 2004). We hypothesize that young adolescents who seek to elucidate their individuality will purchase unique luxury commodities to enhance their independent self-concept.…”

“…According to Eastman et al, (1999) status-seeking defines people who "strive to improve their social standing through the conspicuous consumption of consumer products that confer and symbolize status both for the individual and surrounding significant others." Luxury commodities elucidate status (Millan, & Mittal, 2017;Han et al, 2010) and acquisition for the usage and display of these products is to exhibit the actual or ideal self-concept to attain an eclectic range of social goals ( (Sirgy, 1985;Gil, et. al., 2017).…”

“…Brand managers are now including teenagers as an important market segment for consumption of goods and services as research shows these young individuals are tech-savvy and globalized leading them to be a source of informed individuals for their families and friends (Gil et al, 2017). Prior research (Belk, 1988) uncovered that young individuals have multi-faceted goals for indulging in masscustomization of luxury.…”

Repurchase Intentions toward Trendy Clothing Fashion in Muslim Communities: The Role of Social Influence, Brand Attachment and Perceived Value

“…The impact of social influence on brand attachment is well documented in marketing lit-erature, e.g., social influence and passionate desire in apparel fashion (Loureiro et al, 2017); Smartphone interaction on brand attachment (Wu, Chen, & Dou, 2017); crowding on brand attachment (Huang, Huang & Wyer, 2017); social consumption positively influences using luxury goods (Gil, Dwivedi, & Johnson, 2017); social media interaction enhances the brand engagement (Pongpaew, Speece, & Tiangsoongnern, 2017); customer socialization and brand loyalty (Shobri, Wahab, Ahmad, & bt'Ain, 2012); and impact of social forces on attitude and behavior (Moschis & Churchill, 1978). The comprehension and advancement of literature suggests examining the impact of social influence on brand attachment, especially in apparel fashion brands.…”