Emerald | Young Consumers: Insight and Ideas for Responsible Marketers | Table of Contents

Editorial

literatinetwork@emeraldinsight.com (Brian Young) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Not available.

Effects of price & alcohol content on purchase behaviour: An analysis of Australian and New Zealand youth drinking

literatinetwork@emeraldinsight.com (Andrew Grant Parsons, Nicola Stephenson) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - The excessive consumption of alcohol by young people is a current and controversial issue in New Zealand (NZ) and Australia. The literature suggests that such consumption is an accepted social norm, and that young people deliberately drink to reach a level of intoxication. Current public policies to reduce consumption, beyond education through media campaigns, include taxation to raise the price and movements to limit the allowable alcohol content in some beverages popular with youth. We look at whether price or alcohol content changes will have any effect on youth drinking.Design/methodology/approach - An experiment was conducted in both Australia and NZ to examine the effects of price changes and alcohol content changes on behavioural intention. A third implied hypothesis was also examined - do Australian students differ from NZ students in their behavior? Students were assigned to one of eight treatment groups, and their purchase intent was measured for RTD (Ready-to-drink) products. Chi-squared analysis was undertaken to test the hypotheses.Findings - Results suggest that social norms are stronger than price effects in both countries, and that alcohol content has a significant effect in NZ. These findings contradict government emphases on fiscal and regulatory approaches to modify purchase behaviour.Originality/value - This study is the first to specifically look at price and alcohol content manipulations and their potential effects on young consumers. As such it sheds light on a current marketing/social issue that has a potentially significant impact on young consumers worldwide.

Parental financial role modelling and fiscal behaviour of young home leavers

literatinetwork@emeraldinsight.com (Lisa McNeill, Lucy Turner) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - This research paper aims to not only provide an insight into the nature of the relationship between parental financial role modelling and consumption behaviour of young people, but also to explore the consumer socialization process that children undergo in the parent-child dyad. Design/methodology/approach - The relationship between parental influence and youth consumption behaviour has already been identified using quantitative research methods (Norvilitis & MacLean, 2010; Carlson & Grossbart, 1988; Marshall & Magruder, 1960; Webley & Nyhus, 2006) but very little is known about the actual extent of this relationship. Therefore, qualitative research in the form of personal in-depth interviews was conducted in order to extract new knowledge and reach a greater understanding regarding the impact that this relationship may have on future consumption behaviours within the youth market. Findings - It is clear that parents are able to exert a huge amount of influence over the financial behaviour of their children (although this obviously differs between families) and are able to do so through the informal teaching of financial lessons, by allowing children to observe their own financial patterns and by guiding their children through significant financial decisions by offering advice and approval (or disapproval) when asked. Key financial attitudes and behaviours of young home-leavers are almost directly related to the parental financial education they received whilst growing up and still living at home and in many cases parental influence is still present even once the child has moved away from home and is responsible for making their own financial decisions.Research limitations/implications - Although there are limitations, the present study does have implications for the impact parents can have on the spending behaviour of their children; it may be that the most important thing parents can do is teach their children about financial responsibility and successful consumer decisions at a young age so that they grow up with these life skills.Practical implications - In terms of practical implications, by identifying the specific areas where financial knowledge and awareness may be lacking, the research may help educational and financial institutions to design financial management courses in order to help young people achieve greater financial freedom. Originality/value - The relationship between parental influence and youth consumption behaviour has already been identified using quantitative research methods (Norvilitis & MacLean, 2010; Carlson & Grossbart, 1988; Marshall & Magruder, 1960; Webley & Nyhus, 2006) but very little is known about the actual extent of this relationship.

Climate change risk perceptions and environmentally conscious behaviour among young environmentalists in Australia

Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - We investigate environmentally conscious behaviour among young individuals in Australia with a special attention given to their climate change risk perceptions.Design/methodology/approach - Twenty in-depth interviews were employed in this qualitative investigation. The informants of the investigation are young individuals (aged between 19-25 years) in a major city in Australia. Twenty semi-structured, in-depth interviews ranging from 1.5 - 3 hours were conducted. Purposive and snowball sampling techniques were used to ensure informant diversity and access to ‘information rich’ cases of youth engaged in environmental groups, activism and environmental behaviour.Findings - Four thematic categories were derived. They are: unperceived adverse effects of climate change, disassociation between adverse effects of climate change and environmentally conscious behaviour, challenges to the dominant economic model and, redefined environmental paradigmResearch limitations/implications - Based on the implications of the findings, several recommendations for communicating climate change remedial actions and promoting environmentally conscious behaviour among young individuals are made.Originality/value - The commodity culture of Western consumer society is driven by the dominant social paradigm, which in turn inhibits consumers’ engagement in environmentally conscious behaviour. As such, it is intriguing to investigate how young Australians who were brought up in a Western consumer society such as Australia integrate environmental practices into their everyday lives supported by climate change risk perceptions.

Adolescent and Young Adult Response to Fear Appeals in Anti-Smoking Messages

literatinetwork@emeraldinsight.com (Graham Ferguson, Ian Phau) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - The paper investigates the level of fear experienced by students aged 13 to 30 years, in response to different types of anti-smoking fear appeals. It extends and validates Quinn, Meenaghan et al’s (1992) study by specifically comparing adolescent and young adult responses to fear appeals. Design/methodology/approach - 548 useable questionnaires were collected via a self-administered questionnaire based on established scales. Factor analysis, T tests and ANOVA were used to replicate Quinn, Meenaghan et al’s (1992) analysis the data. Findings - The main results are consistent with previous findings that adolescents and non-smokers experience more fear. Further, general health and factual appeals cause the most fear across all ages but adolescents were more fearful of factual appeals and social ostracism appeals than young adults possibly indicating that factual and social appeals are better targeted at adolescents than young adults. The results were broadly similar to Quinn, Meenaghan et al’s (1992) results. Practical implications - Advertisers often use realistic fear appeals to attract the attention of the intended recipient, to scare the recipient into processing the information, and to get them to act in response to the anti-smoking message. However, because adolescents and non-smokers experience more fear, social marketers, governments, schools and parents need to customise fear appeals to suit these recipients. Originality/value - The current study re-tests and revalidates the effect of these different appeal types amongst adolescents and young adults. The results will help clarify which type of fear appeal causes more fear amongst adolescents and young adults in Australia, 20 years on from Quinn, Meenaghan et al’s (1992) study.

Impact of celebrity endorsement in advertising on brand image among Chinese adolescents

literatinetwork@emeraldinsight.com (Kara Chan, Yu Leung Ng, Edwin K. Luk) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - Use of celebrities in advertisements involves heavy financial commitment from business entities. Does it work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also examines adolescents’ perceptions about how celebrity-endorsement advertisements work.Design/methodology/approach - A focus group study among 76 Chinese adolescents aged 13 to 19 was conducted. Interviewees were asked to identify the specific elements of advertisements using celebrity endorsement that were most appealing to them. They were asked to suggest how advertisements using celebrity endorsements work.Findings - Results found that interviewees were best able to recall celebrity endorsers whom they considered attractive, funny and expressive. They identified popularity, a good image, and congruence between the celebrity’s image and that of the brand as important factors for marketers to consider in selecting celebrity endorsers. A majority of the interviewees perceived that using a celebrity in an ad would increase brand awareness, attract the celebrity’s fans, encourage trial, and enhance purchase confidence.Research limitations/implications - A theoretical model on how advertisements using celebrity endorsements work from the point-of-view of adolescents was constructed.Originality/value - Previous studies on celebrity endorsement have been mainly quantitative in nature. The present study seeks to fill a gap in the literature that adopts qualitative methodology.

Branded product placement and pre-teenaged consumers: Influence on brand preference and choice

literatinetwork@emeraldinsight.com (Deborah Ann Toomey, Alisha L Francis) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Purpose - In an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication actually results in the preference of the branded product. The purpose of the current research is to contribute to this understanding relative to pre-teenaged consumers. Design/methodology/approach - Three research questions related to brand preference and choice were investigated using a two-group experimental design with a convenience sample. The impact of product placement on choice was assessed within minutes of the exposure. Preference and choice were also assessed two weeks later.Findings - The findings suggest that branded product placement may not affect attitudes or behavior of pre-teenaged consumers. Originality/value - Although empirical findings suggest the practices may not lead to the intended attitudes and behaviors in adults, the theory of mere exposure and research related to Social Learning Theory provide support for the effectiveness of the practice in reaching pre-teens.

Advertising to Children in Finland

literatinetwork@emeraldinsight.com (mikael segercrantz, suvi laes) — Fri, 07 Jun 2013 00:00:00 +0100

Abstract

Not available.