Article2001

The Effect of Role Model Influence on Adolescents’ Materialism and Marketplace Knowledge

110 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

The goal of the present research was to analyze the consumer socialization process of adolescents, utilizing social learning theory as a conceptual guide to understand how role models influence adolescents’ materialism and marketplace knowledge. A convenience sample of 175 teenagers between the ages of 15 and 18 were surveyed in a major metropolitan area. Direct role models included in this study were mothers, fathers and teachers. Vicarious role models included athletes and entertainers. Results at the .05 level of significance show that materialism and marketplace knowledge are associated with members of both direct and vicarious role model groups. Specifically for materialism, athletes and fathers were found to have the greatest impact. Teachers and athlete role models were found to have the greatest impact on adolescents’ marketplace knowledge. Implications from the empirical analysis of these proposed relationships are provided for marketing managers and practitioners.

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1978Social Learning Theory.2025Advances in Consumer Research 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1985Materialism: Trait Aspects of Living in the Material World 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1997Superstars and me: Predicting the impact of role models on the self.1978Consumer Socialization: A Theoretical and Empirical Analysis

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