首页> 外文期刊>Psychology & marketing >The Impact of Branding on Low-Income Adolescents:A Vicious Cycle?
【24h】

The Impact of Branding on Low-Income Adolescents:A Vicious Cycle?

机译:品牌对低收入青少年的影响:恶性循环?

获取原文
获取原文并翻译 | 示例
获取外文期刊封面目录资料

摘要

This study examines the impact of consumerism and consumerculture on low-income British adolescents. Specifically, it investigatesthe effects of branding and advertising on the formation of self-concept clarity (SCC) and consumer susceptibility to interpersonalinfluence (CSII). A comparative study was conducted between twogroups, low- and high-income teenagers, assessing SCC and CSII bymeans of quantitative scales. It was found that low-income teenagersare less clear in their self-concept and are more susceptible to inter-personal influence than their high-income counterparts. A significantnegative correlation between the two scales revealed that the lessclear one's self-concept is, the more susceptible one is to interpersonalinfluence. It is proposed that an inability to "keep up" with the latestfashion trends (due to restricted consumption opportunities) mayresult in a damaged self-concept among low-income teenagers, whichleads to heightened susceptibility to consumption pressures andhence heightens the negative socio-psychological impacts of living inpoverty. The results of the study are reviewed in terms of branding,advertising, and consumer behavior and a proposed conceptualmodel of branding's impact on low-income teenagers is presentedas a "vicious cycle"
机译:本研究考察了消费主义和消费文化对低收入英国青少年的影响。具体而言,它研究了品牌和广告对自我概念清晰性(SCC)形成和消费者对人际影响力(CSII)的敏感性的影响。在低收入和高收入青少年两组之间进行了比较研究,通过定量量表评估了SCC和CSII。研究发现,与高收入青少年相比,低收入青少年的自我概念不太清楚,更容易受到人际交往的影响。两种量表之间的显着负相关表明,一个人的自我概念越不清楚,就越容易受到人际关系的影响。有人提出,由于消费机会有限而无法跟上最新的时尚趋势可能会导致低收入青少年自我观念受损,从而导致对消费压力的敏感性增强,因此加剧了负面的社会心理影响。生活贫困。研究的结果从品牌,广告和消费者行为方面进行了回顾,提出了品牌对低收入青少年的影响的概念模型,被称为“恶性循环”。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号