Consumer Behavior Today, v.

1.0

by M. Joseph Sirgy, Don R. Rahtz, and Laura Portolese Dias

12.5 Youth and Consumption

LEARNING OBJECTIVE
1.

Discuss the components of youth and consumption patterns in consumer behavior.

From 1980 to 1990, there was an 18 percent decline in the number of young people age fourteen to seventeen in
the United States. This number dropped another 30 percent from 1990 to 2000. The 2000 total was 5.7 million,
or 6 percent of the population. In 2000, forecasters indicated that growth would be almost flat through 2010,
when teens would number 16.8 million. In some geographic regions, or teen towns, the number of teens is well
above the national average. In Zavala County, Texas, just forty-three miles north of the Mexican border, almost
one in eleven of the predominantly Latino residents are teenagers. Most counties with high percentages of teens
are low income and rural, with high proportions of minority populations. However, Utah, with its large
Mormon families, has the greatest share of teenagers. As a percentage of the population, Utah led the nation in
indigenous growth rates. In the Deep South, and especially in Mississippi, the proportions are also high. Teens
are scarce in larger cities. On Manhattan Island, New York, only 3.4 percent of residents are teens.
See "Marketplace 12.5" for an interesting segment scheme of teen consumers. Although the segmentation might
be seen by some as humorous, how might you be able to use it in terms of product preferences and market
behaviors? Youngsters that range from eight to fourteen years of age are often referred to as tweens. Check
out "CBite 12.6"for some research observations on the funds they spend and control in the marketplace,
whether brand loyalty applies to them, if they should be targeted in the traditional way, what tween speak has
to do with it, and how avatars are part of their lives.

Marketplace 12.5
Not All Teens Are the Same
Table 12.2 Ten Types of Teens: A Field Guide to Teenagers

Geeks

Associated with computers, computer games, comic books, anime, Star Wars,
superheroes, math, band, drama

Jocks

Associated with school colors, running shoes, athletics, popularity, leadership among
peers

Skaters

Associated with long hair, Vans, retro sneakers, oversized t-shirts

Outsiders

Associated with loners, floaters, sometimes targets of bullying

Hipsters

Associated with tight jeans, flannel shirts, Buddy Holly glasses, vintage clothing,
appreciation for independent music, artsiness, interest in social movements

Scenesters Associated with posers, wannabes, sunglasses, Facebook, Twitter, devotion to a

particular band or style
Preps

Associated with Lacoste, L. L. Bean, Abercrombie & Fitch, popped collars, polo shirts,
prep school, popularity (overlap with jocks), golf, tennis

Nerds

Associated with chess, card games, computer games, teachers pets

Mean
girls

Associated with high heels, short skirts, latest fashions and music (not genre specific),
exclusive cliques

Emo kids

Associated with black clothing, streaked bangs, tattoos, piercings, goth style, punk rock
music

Source: Adapted from Kelly, John, 10 Types of Teens: A Field Guide to

Teenagers, TLC.com, http://tlc.howstuffworks.com/family/10-types-of-teens.htm

CBite 12.6
Tweens Influence on Brand Choice: Brand Loyalty and Avatars
The average child in America, Australia, and the United Kingdom sees between 20,000 and 40,000 television
commercials each year, and 60 percent of these youngsters spend more time watching TV each year than they
spend in school. Childrens spending has roughly doubled every ten years over the past thirty years. In 2004 the
tween (eight- to fourteen-year-olds) segment in the eleven countries studied was estimated to control or
influence $1.18 trillion. The countries included America, Australia, the United Kingdom, Germany, and the
Northern European nations. The study also revealed that the children had developed highly persuasive skills to
ensure that expenditures in the marketplace would go their way. A related study of some fourteen countries
involving 15,000 kids showed that in up to 80 percent of all brand choices tweens control the final decision.
This even applied to automobiles, where 60 percent of all tweens had substantial influence. In a third study it

was estimated that brand loyalty can be influenced from around age two, when babies begin to form mental
images of corporate logos and mascots. Children as young as three years old can recognize brand logos. It was
also found that brands targeted to teens need to be accessible 24/7 at such places as websites and chat rooms.
Tweens are characterized by fish streaming, similar to the way fish move in schools or at least in the same
direction because of the current of the water in which they are swimming. Marketers therefore should not target
single tweens but should think in terms of several individuals. This is because tweens are interlinked through
various communications media, and they decide direction jointly. This approach determines brand preferences
and market trends. The idea of individual consumer (tween) brand or store loyalty does not appear to exist
anymore. If the group decides to boycott, the individual tween could not be able to buck this action. Marketers
must also be aware of tween speak, the language used by this group when communicating. We see chat
rooms, simultaneous message systems, e-mail, and multimedia message systems all supporting the creation
and sustaining of the new global language that includes icons, illustrations, abbreviations, and phrases in
totally new ways.
Traditionally, a rule in marketing was to identify your target and pursue it. However, even this is an iffy
proposition with the tweens. Why? The average player in RealQuest has 2.3 personalities, or in the language of
the virtual world, 2.3 avatars. These are the different names and personalities that players use. In essence,
they are playing different characters. Research has shown that 36 percent of all tweens have two or more
avatars, and 7 percent of the worlds Tween population have up to ten avatars. Also, 46 percent of all Chinese
tweens use up to three avatars in daily life, and that share is 37 percent for American tweens. Only 10 percent of
Japanese kids have up to three avatars, and these are primarily tied to games. Tweens have great spending
potential and spending control, but they must be approached in different ways and in different media than in
the past.
Source: Lindstrom, M. (2004), Branding Is No Longer Childs Play, Journal of Consumer Marketing, 21(3), 175
82; and McNeal, J. U. (1992), Kids as Customers. Lexington Books: Lexington, MA.

Youth Marketplace Behavior

Teens are significant purchasers of clothing, cars, music players, television sets, mobile telephones, video
games, and home computers. In a survey of cell phoneowning teens in the thirty-five largest markets in
America, it was found that two-thirds of these teens have some form of mobile data services. Online gaming has

the best potential to jump ahead of camera phones, and ring tones of favorite songs are must-haves for teens.
Teens also account for double-digit subscriber percentages of all the top mobile-phone providers in the United
States. In 2011 more than 74 percent of teens had a mobile phone, up from 59 percent in 2006. [1]One in seven
teens owns stocks or bonds. Teens also do a large share of family grocery shoppingmore than half of girls and
a quarter of boys. Nearly 60 percent of teens who grocery shop help make up the shopping list, and 40 percent
are involved in brand selection. Because brand loyalties are often formed or significantly strengthened during
teen years, this involvement is very significant for marketers. In a recent study, teenage girls revealed that they
know what it takes to be a good shopper: making good decisions by assessing needs; shopping around;
comparing prices, style, and fit; seeking appropriate assistance, opinions, and advice; making independent and
confident decisions; and managing money. Areas that they felt a need for improvement included controlling
impulsive purchasing, making independent and confident decisions, dealing with salespeople, and managing
their money.
Although patronage of malls (shopping centers) in the United States has been declining for several years,
patronage among teens, especially girls, has risen. The two characteristics of the young women who
participated in a recent study that determined their mall experience were education cohort (middle school, high
school, or college) and trend consciousness (awareness of new or up-to-date merchandise). The middle-school
girls spend the least amount of time at the mall, since parents control transportation. The high-school girls
spend the most time, and the mall seems to be a strong part of the social fabric of their lives. College teens have
less time to spend at the mall and dont seem to get out of it what they did when younger. They see it more as an
in-and-out event when looking for something specific. Those who are trend conscious are more shoppinginvolved individuals and have a richer experience. They see many products and are always on the lookout for
the newest items. The girls also mentioned mall characteristics that were important in identifying their
favorites. These were comfort, safety, retail mix, accessibility (in and out of the mall and navigation within it),
and atmosphere. Smart marketers are able to see how to reach out to the various segments with a variety of
approaches. Remember that sometimes youth does vary based on nationalities as well. See "International
Marketplace 12.2" for an interesting study of Israeli teenage consumption. Also see "Marketplace 12.6" for a
snippet of the dark side of teenage consumption.

International Marketplace 12.2

Israeli Teen Consumers

In a 2000 study of Israeli youth, it was found that they were responsible and influential consumers. About 25
percent of Israeli teens had access to a credit card, with the world average being about 13 percent. Also about 25
percent are brand conscious regarding the products they use and the clothes they wear.
Source: Adapted from Shoham, A. and Dalakas, V. (2003), Family Consumer Decision Making in Israel: The
Role of Teens and Parents, Journal of Consumer Marketing, 20, 23851.

Video Clip 12.10

Antismoking Commercial for Teenagers
Some advertisements are geared toward discouraging the dark side of teenage consumption.

Marketplace 12.6
The Dark Side of Teenage Consumption
Recent research has shed some light on teenage consumption behaviors that their parents may not approve of
as one way these youths assert their independence. Such behaviors may lead teens to attempt to deceive their
parents about purchases. This dark side of teenage consumption may involve alcohol, tobacco, drugs, ageforbidden computer games and movies, certain types of music, and pornography. Deception is typically viewed
as teens lack of disclosure to their parents about spending and purchasing behaviors that they believe parents
would find objectionable. It may include acts of omission, hiding of information, and lying. In this study more
than 73 percent of the sample group reported that they engage in deception.
Did you ever engage in purchase or consumption deception of your parents when you were a teen? What
products or services were involved? What is it about the way products are marketed in the marketplace that
causes such behavior?
Source: Adapted from Bristol, T. and Mangleburg, T. F. (Winter 2005), Not Telling the Whole Story: Teen
Deception in Purchasing, Journal of the Academy of Marketing Science, 33, 7595.

Marketing to Teens

A strong characteristic of teenagers is a preoccupation with appearance. During the teenage years, young people
are seeking a sense of identity, so the way in which they appear to others is important to them and drives their
behavior in the marketplace. This is particularly noticeable in choices of such personal goods and services as
clothing, cosmetics, hairstyling, and hair-care items.
Another characteristic of teenagers is their openness to new ideas and new products. Across all age groups, they
are the most willing to experiment. Although teenagers are great samplers, brand loyalty does begin to take
hold as they approach age eighteen. Marketers target teens with such products as telephones, video games,
television sets, iPods, movies, and video rentals. Teens typically see between two and three movies a month and
are heavy music consumers either online (e.g., Pandora) or on the radio.
In both theme and presentation, teen advertising is easy to spot. It typically involves social or sports settings,
featuring carefree young people enjoying interaction with each other and with the advertised product. Knowing
that teens typically watch an average of five hours a week of MTV, marketers are adopting techniques learned
there. Commercials frequently use the theme of teenage rebellion, teaming it with contemporary music, vivid
colors, and unusual visuals. PepsiCo, with both Pepsi and Mountain Dew, creates the type of advertising that
appeals to teens, a major consumer of its products. Kodak appeals to teenage girls with advertisements that
present taking and looking at photographs as a fun, social activitywith Kodak there to help make it happen.
The 900 series of Real Jeans by Levi Strauss was designed and positioned specifically to appeal to teens,
reached primarily through television advertising and teen magazines.
Teenage boys are also drawn to computer-generated animated motion picture features such as Nitro Circus, Ice
Age: Continental Drift, and 47 Ronin. This computer-literate generation is attracted by the big-screen images and
the technology behind them, as well as the type of bathroom humor included to make the films seem cool to
teens. The Toy Story, Shrek, and Madagascar series owe a great deal to these moviegoers. The Shrek movie series
grossed more than $1.2 billion in screen revenue worldwide, to which teens contributed significantly. [2]
Teens are avid television viewers, and prime-time programming typically centers on their interests. This means
that shows featuring families with teens are always popular choices for those marketing teen products.
Particularly for girls, magazines are also a powerful medium. Advertising in Seventeen, Teen Vogue,Teen People,
and Sassy is sure to catch the eyes of teenagers. Interestingly, products advertised are not limited to those
typically targeted to the teen market but also increasingly include general items such as food products. This

speaks not only to the influence of teens on household purchases but also to the attempts by marketers to instill
lifelong brand loyalties from an early age. See "Marketplace 12.7" for an interesting study on Hispanic teenagers
fashion consumption. Also take a look at "Marketplace 12.8" for what is being said about the favorite companion
of todays youth: their mobile device.

Video Clip 12.11

The Hangover Part 2 Movie Trailer Official (HD)
Movies such as The Hangover 2 are often cool to teens because of the type of humor.

Marketplace 12.7
Hispanic Teenagers Fashion Consumption
A study explored the effects of a hybrid cultural identity on the fashion clothing behavior of Hispanic teenage
girls. Specifically, the study examined differences in need for uniqueness and family referent influence of
Hispanic versus non-Hispanic teenagers. Seventy-six Hispanic and fifty-two non-Hispanic teenagers were
surveyed at a Catholic (all girls) high school in New York. The study found a significantly higher need for
uniqueness for Hispanic teenagers, and Hispanic teenagers exhibited a lower family influence than nonHispanics.
Source: Adapted from Chattala, Michael and Harper, Hooy (2007), Navigating a Hybrid Cultural Identity:
Hispanic Teenagers Fashion Consumption Influences, Journal of Consumer Marketing, 24(6), 35157.

Marketplace 12.8
There Is More to the Phone than Meets the Eye: Adolescent Identity
Most studies that try to explain the exceptional popularity of mobile phones among youth and adolescents link
it back to their need for an individual identity and the maintenance of friendship networks, emancipating them
from family ties. Moreover, as a number of authors point out, adolescents use their phones for a number of
psychological well-being supports. For example, without possessing fixed addresses and stationary resources, a
mobile-phone connection is the only thing that anchors them to society. Other authors suggest that it is because

young people are the social group that is able to read new media most sophisticatedly. Further, they cite
studies that state that the use of the mobile phone is what helps define adolescents vis--vis older generations
and that to simply focus on the functional aspects of the device is to generally miss the point. Its real impact is
in terms of its ability to define adolescents identities.
Numerous researchers have discussed at length the emancipation of adolescents from their parents as a
contributing factor to the formation of their identities. They explain the mechanisms by which adolescents bar
their parents surveillance: by blocking information and thereby asserting their individual identity.
The review also discusses research that relates that adolescents sometimes use the obtrusiveness of mobile
phones in a provocative manner in order to challenge the social world of adults and show resistance to it,
thereby strengthening a subculture as well as constructing an identity.
Source: Adapted from Syed, S. and Nurullah, A. (2011), Use of Mobile Phones and the Social Lives of Urban
Adolescents: A Review of Literature, Trends in Information Management, 7(1), 118.

LESSONS LEARNED

Understanding the youth consumption market allows marketers to develop more appealing goods and services for
the different segments of the youth market.

To be socially responsible, an understanding of youth use, misuse, and abuse of certain dangerous products is a
key aspect of marketing.

EXERCISES
1.

Many marketing scholars and other social scientists assert that marketers should be more diligent in their use of
social media to market to youth. The reason is simple: In their zealousness to demonstrate independence from
their parents and families, youth gravitate toward friends and other people their age. As such they become heavily
influenced by social interactions with their peers. How can marketers use social media to market electronic goods
and services?

2.

Social scientists criticize marketers for their efforts in promoting dangerous goods and services to youth
consumers. How can government and consumer-advocacy organizations use the knowledge of youth
consumption to develop countervailing social campaigns to minimize youths propensity to misuse and abuse
dangerous products?