Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Key insights From: Young Consumers, Volume 9, Issue 2.
Young compulsive buyers and the emotional roller coaster in shopping
The authors of this paper examine the emotions young compulsive consumers experience whilst shopping. They utilise a digital ethnography technique - communicating with young compulsive buyers on their cell phones whilst they were engaged in shopping.
Results showed that young consumers move up and down on an emotional continuum during shopping - linked to finding a bargain/good deal. If they find a bargain they feel pride happiness and goal achievement. If they do not they feel disappointed, sad and unsuccessful.
Turn to page 75.
Lead users in social networks of children
This study examines the characteristics of lead users in social networks of children, and examines their role in the adaptation and diffusion of innovations. The study was conducted in primary schools in The Netherlands, with children aged between 8 and 12 years, with a school class being defined as a social network.
The study found that lead users are more likely to be boys than girls and that there is a significant positive relationship between lead userness and the current use of the innovation and the intention to use it in the future.
Turn to page 90.
Thank you for the music? The role and significance of music for adolescents
In his imaginative study, Peter Nuttall seeks to understand the significance and role that music plays in adolescent socialisation. The data collected focuses on what music “means” and the experiences it creates.
This study is original in that ten teenagers were recruited, who were then given training to design their own interviews and to interpret the results themselves. Each interviewed a close friend and a member of a friendship group.
Turn to page 104.
Determinants of Mexican children’s attitudes toward advergames
Monica Hernandez’s study examines the factors contributing to positive attitudes toward advergames among older elementary school children in Mexico.
It was found that Mexican children perceived entertainment and sociability as closely related - they played online games for fun or to socialise, and not as a means of escapism.
Turn to page 112.
Adolescents report television characters do not influence their self-perceptions of body image, weight, clothing choices or food habits
This study uses social cognitive theory to explore the perceived influences of television media on feelings about eating habits, body image, clothing styles and physical attractiveness on high school students in America.
The results find that high school students may selectively incorporate some views depicted by television programs that fit with their reality.
Turn to page 121.
Teenagers, blogs and socialization: a case study of young French bloggers
Muratore embarks on an exploratory to better understand the world of blogs and youngsters and to question the fact that blogs might constitute a vital form of peer socialization.
She uses a case study and qualitative study to inform her discussion and suggests that the blog is a very different mode of expression compared with others that teenagers may have access to.
Turn to page 131.
Playing the brand game
Martin Lindstrom, in his regular contribution to Young Consumers, discusses the possibility that one day, companies will need to think seriously about building their brands through computer game interaction.
Turn to page 143.
Advertising - getting it right for Kiwi kids
Erich Bachmann and Liesl Knox of Hesketh Henry in Auckland, New Zealand give an informative account of the governance of advertising to children in New Zealand.
They set out the myriad Government legislation, self-regulating bodies and industry groups that impact on advertising to children.
Turn to page 145.