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Why are brands so important for teenage consumers?
Member rating: No Rating | Words: | Submitted: Mon Feb 16 2004
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1. Why are brands so important for teenage consumers? The available knowledge of today strongly supports the role of the self-concept as a partial determinant of human behavior. The self is what one is aware of, one's attitudes, feelings, perceptions and evaluations of oneself as an object (Grubb, Grathwohl 1967). The self develops not as a personal, individual process but evolves through the process of social experience, that is through the reactions of parents, peers and significant others. Self-enhancement will depend upon the reactions of those people. The interaction process does not take place in a vacuum; the individual are affected both by the environmental settings and the "personal attire" of each involved individual (Grubb, Grathwohl 1967). The extended self also play a big role when it comes to buy certain product such a brand ones, for example, when one buy a pair of Levi's as in Zoes case her extended...
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