Young Consumers: Volume 19 Issue 4

Pint-size powerhouses: a qualitative study of children’s role in family decision-making

Monica Chaudhary

Children are becoming consumers at younger ages; a variety of influences and experiences shape their as well as their family’s consumer habits. With the changing economic…

Do the millennials in the USA care about the fast food industry’s involvement in corporate social responsibility?

Ahasan Harun, Gayle Prybutok, Victor Prybutok

This purpose of this paper is to develop and examine a theoretical framework for evaluating role of corporate social responsibility (CSR) in influencing millennial fast food…

Segmenting Generation Y using the Big Five personality traits: understanding differences in fashion consciousness, status consumption and materialism

Harsandaldeep Kaur, Sahiba Anand

The purpose of this paper is to identify personality clusters among consumers of Generation Y in India using the Big Five personality traits and profile these clusters on the…

Adolescents’ self-reported level of dispositional advertising literacy: how do adolescents resist advertising in the current commercial media environment?

Steffi De Jans, Liselot Hudders, Veroline Cauberghe

This study aims to examine adolescents’ (between 12 and 18 years) perceptions of their knowledge and skills related to advertising (i.e. dispositional advertising literacy). More…

Empirical measurement of the financial socialisation of children by parents

Stephen Agnew

This paper aims to use the age of a child when pocket money is first received, a savings account is first opened and financial discussions between parent and child commence as…

South African children’s influence tactics: what works and when?

Debbie Ellis, Mishaal Maikoo

Family consumption studies have been criticised for using an individualistic or dyadic approach to explore the types of influence strategies that children use to sway parental…

The perceived cosmopolitan consumption of globally mobile, young consumers from China

Wei-Fen Chen

This study aims to explore the consumption practices of globally-mobile, young consumers from China who experience both upward social mobility and geographically outbound mobility…