Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Key insights From: Young Consumers, Volume 9, Issue 1.
Attitudinal, normative and demographic influences on female students’ alcohol consumption
Risky and high-risk alcohol consumption is prevalent amongst young females and university students. Relatively little research in Australia has focused on these groups. This study uses social marketing and consumer behavior principles to examine the attitudinal, normative and demographic factors which influence alcohol consumption amongst 18-24 year old, female university students.
The findings from this research indicate that a mixture of attitudinal, normative and demographic factors influence alcohol consumption amongst young, female university students.
Turn to page 7.
Young adults’ food motives: an Australian social marketing perspective
Understanding the drivers of young adults’ healthy food choices is vital to addressing the public health issue of obesity. The healthy eating motives that underlay such consumer choice behavior are particularly important to the well-being of society. This research is novel in that it investigates the food motives of young Australian adults in relation to five socio-demographic factors, namely place of residence, gender, age, gross income and work hours.
The authors found that gender and work hours significantly influenced food motives; however, place of residence, age and gross income while successful with young adults in other countries, did not influence healthy food choices in Australia.
Turn to page 17.
Exploring message themes in antismoking advertising targeted at teenagers
This study explores the effects of different message themes on 325 Finnish teenagers’ intention to smoke. Attitude towards the ad and attitude towards the act (smoking) are proposed as mediating variables between the message theme and smoking intentions. The effect of three themes, namely health effects, mental effects and social effects on smoking/not smoking, are examined.
The study finds that only advertisements displaying social effects are significantly related to attitudes towards smoking.
Turn to page 29.
The influence of public self-consciousness and materialism on young consumers’ compulsive buying
This study investigates young consumers’ compulsive buying tendency from the perspective of psychological motivation. Specifically, this research studies the influence of public self-consciousness and materialism on young consumers’ compulsive buying.
This paper contributes to the literature on young consumers’ compulsive buying. Not only is the influence of materialism confirmed, but this study also provides an insight into the motivation behind compulsive buying by investigating the relationship between public self-consciousness and compulsive buying.
Turn to page 37.
Attitudes toward material possessions among Chinese children
This study was designed to quantify how children in urban China perceive someone described as owning many or few expensive toys. A total of 268 Chinese children aged nine to 14 were surveyed and participants saw photos of a child described as having few or many expensive toys. They then imagined the possessions and personal characteristics of such a child. They also reported which child they would prefer to be.
The article provides guidelines for marketers attempting to reach children in China in a culturally sensitive manner.
Turn to page 49.
Word of mouth, youth and their brands
This paper describes the ways word-of-mouth (WOM) can operate in social network platforms such as Facebook. Using Headbox, a research and seeding community for 30,000 16-25 year olds who share their thoughts, their opinions and their ideas and get rewarded for it, consumer insights on brands and how positive and negative WOM are described.
The paper finds that the importance of co-creation is vital in diffusion. Co-creation implies that marketing happens with young people rather than it being directed at them. It shows the importance for a new mindset toward marketing and greater emphasis on the active role of social communities in the youth market.
Turn to page 60.
Advertising to children in South Africa
This legal briefing provides a summary of the law (self-regulatory and legislative) relating to advertising to children in South Africa.
It concludes that current South African legislation regarding advertising to children is relatively lenient, but urges caution in future advertising campaigns.
Turn to page 63.
Our regular executive insight highlights children’s remarkable familiarity with key brands. Since the underlying value of a powerful icon can engender outstanding loyalty which, if cared for, can thrive for decades, it is vital that marketers “keep an eye on the kids”.
Turn to page 66.