The global teen market has significant spending power and an important impact on the world economy. However, much remains unknown about the social motivations of teenage consumers and cross-national cultural differences in teenage shopping. This research studies teenage shopping motivations in...

Opinion leaders propel the diffusion of innovation and exert a significant influence on the marketplace. This influence is especially pronounced during adolescence, a period marked by increasing reliance on peers and the emergence of a tension between two countervailing needs: assimilation and...