Adolescents are an important market segment globally not only for their spending power as adolescents but also for their future spending power as adults. One variable that impacts current and future spending power is the degree to which adolescents are autonomous consumers. This study reports on...

Purpose Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens often do some shopping in autonomy and represent an important financial power, the purpose of this paper is to...

The main purpose of this article is to get a better understanding of the child’s cents‐off sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children, underlines the important influence of the child’s product involvement on his...

Purpose – The aim of this paper is to better understand the world of blogs and youngsters by describing and trying to understand the young blogger. It is a first step towards questioning not only the importance of blogs for youngsters, but also the fact that blogs might constitute a virtual...