The coping strategies used by teenagers criticized by their peers for their brand choice
Playgrounds have long been sites for the exclusion of those teenagers who do not wear the ‘right’ brands in the eyes of their peers. The last decade has been characterized in particular by young people’s growing awareness of brands through access to the internet and by the proliferation of designer brands.
This article considers how teenagers respond in school social contexts to peer criticism about their choice of brand. It explores the idea of coping strategies – a term that covers everything a person does and thinks for with a stressful situation. The study identifies the five main coping strategies of adolescent consumers in the stressful consumption context being studied. Finally, it discusses the theoretical, managerial and societal implications, recognizing the limitations, and ponders future research.
Few academic studies have addressed the question of how teenagers respond in school social contexts to peer criticism about their choice of brand. To better determine the outlines of this societal issue and associated education marketing, these reactions are studied through the concept of coping, deployed with a combined process-style approach. Three successive quantitative surveys (n1 = 208; n2 = 200; n3 = 446) were used to highlight five specific coping strategies: justification of the purchase circumstances, revenge, denial of the problem, self-reproach, and making the criticizers feel guilty. Gender, perceived controllability of the situation and brand sensitivity are the main determinants of these strategies.
Research – Articles: Sarah Benmoyal-Bouzaglo and Denis Guio
The coping strategies used by teenagers criticized by their peers for their brand choiceRecherche et Applications en Marketing (English Edition) September 2013 28: 46-69, first published on July 9, 2013 doi:10.1177/2051570713487478