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This paper examines adolescent’ money attitudes in the USA and France. It introduces and validates an 18-item scale for assessing adolescent money attitudes, explores the symbolic values that American and French teens attach to money, identifies the major segments of teens based on their attitudes toward money and assesses the importance that these groups place on price, novelty and brand name.

Twenty-eight in-depth interviews were initially conducted to explore adolescent’ money attitudes, assist in the development of measures and provide a context for interpreting subsequent results. Exploratory factor analysis (among 90 French and 70 American adolescents), followed by confirmatory factor analysis (among 332 French and 273 American adolescents) indicated that six dimensions captured money meanings. These dimensions were used in a subsequent cluster analysis to group teens into segments.

Six dimensions (worry, achievement, status, security, budget and evil) captured teenage money attitudes among French and American adolescents. A cluster analysis based on these dimensions yielded three groups: no worries, success and security. These three groups varied in their attitudes toward money and the importance that they placed on price, brand and novelty in purchasing.

This study provides measures for assessing adolescent money meanings and presents a preliminary segmentation of USA and French adolescents based on their attitudes toward money.

The results explore the impact of money attitudes on adolescent consumption preferences, demonstrate the utility of measuring adolescent’ money attitudes and segmenting adolescents based on these attitudes and emphasize the importance of both cultural and individual differences.

Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens often do some shopping in autonomy and represent an important financial power, the purpose of this paper is to fill the lack of studies concerning adolescent consumers impulse shopping behaviours. This paper investigates the relationships between the positive (prestige sensitivity, price quality schema) and the negative (price consciousness, value consciousness, price mavenism, sales proneness) role of price in teens’ impulse buyings.

The test of the hypotheses has been achieved on a sample of 325 French teens (age between 14 and 18) using MANOVA. Previously, respondents were split in two groups which are impulsive buyers and non-impulsive buyers.

Findings show clearly differences between teens’ impulsive buyings and teens’ non-impulsive buyings. Teens’ as impulsive buyers possess more prestige sensitivity, price-quality schema, price mavenism, sale proneness and less price consciousness and value consciousness than non-impulsive buyers. Moreover, females adolescents are more inclined to be impulsive buyers than males adolescents.

Not only it is one of the rare studies that investigates on teens’ impulsive buying but above all, it is the only study that takes into consideration the role of price perception, while a price has to be paid in order to buy.

France has a long historic heritage with two world wars: the First World War (1914–1918) and the Second World War (1939–1945). Most people associate French culture with Paris, which is a centre of fashion, luxury, cuisine, art and architecture, but life outside of Paris is very different in its 96 regions. Concerning demographic and economic aspects, people aged between 15 and 24 accounted for 11.79 per cent of the total French population. France is currently the 22nd most competitive economic country in the world, with a high unemployment rate (24%) among those aged 18 to 25 through, which can explain why the French Generation Z is the most pessimistic about the future in Europe (with a score of 59%). Extremism and global terrorism (81%) are thought to be the greatest threats for the future by the young French people, from which the ‘Generation Bataclan’ got its name to refer to French young, open-minded demographic population traumatised by terrorist attacks. Parents are a pillar for the French Generation Z, with 89 per cent of them reporting that their parents influence the values they hold. Beyond the personal and familial sphere, Generation Z requires a reconsideration of management in the workplace. According to a 2017 ‘Gen Z management’ study conducted among 2,300 French young people (Gentina & Delécluse, 2018), the main important criteria for their future careers are ‘working as a team’ (28.8%), ‘developing skills’ (28.4%) and ‘challenging varied roles’ (16.2%). Moreover, 60 per cent of the French Generation Z reveal that they choose face-to-face meetings as their preferred form of communication, as opposed to emailing (16%) or instant messaging (11%).

Technostress and information overload are serious challenges of the information age. An alarming number of people exhibit dangerously intensive media consumption, while Internet and mobile phone addictions are a widespread phenomenon. At the same time, new media overexposure among young people is understudied, even more so when social network sites are concerned.

This study explores how feelings of overexposure and stress relate to the self-expressive needs of teenagers. It presents and discusses the results of a large-scale survey conducted during an exhibition on media overload in Switzerland. A total of 6,989 adolescents provided answers on their media overload and stress. Descriptive statistics and logistic regression were used to quantify the influence of demographic characteristics on social network site related stress.

While only a minority of 13 percent of respondents feels stressed by social network sites, more than one third has the feeling of spending too much time on such platforms. Age, gender, and language background (French vs. German speaking) shape the overload propensity, with older, male and French-speaking teenagers most at risk for social network site stress.

The study proposes that social divides exist in teenagers’ ability to cope with a specific affordance of social network sites, namely their constant status updates and potential of overexposure. Furthermore, it reflects upon the relation between identity performance and stress.

The chapter is one of the first to investigate social network site overload with a broad sample approach, quantifying antecedents of the phenomenon.

Generation Z, including individuals born from the mid-1990s to the late 2000s, is said to be different from other generations before. Generation Z is said to be the generation of digital natives, with multiple identities; a worried and creative generation who value collaborative consumption; and a generation looking forward. The authors present here tentative observations of Generation Z in Asia using theoretical approaches and scientific backgrounds: the authors show how socialisation theory (parents and peer group) and technology (relationship with smartphones) offer meaningful perspectives to understand Generation Z behaviours in Asia. Finally, the authors ask some key questions about dealing with Generation Z in Asia in the field of smartphone use, consumer behaviour (shopping orientation), collaborative consumption (sharing), and work context.

Increasingly, consumers shopping online are not doing so alone. This paper aims to identify motivations for and barriers to shopping together with relatives or friends on the same screen.

This study proposes an interdisciplinary theoretical framework investigating “sharing” and related commercial practices. It adopts an exploratory qualitative methodology as the phenomenon of screen sharing has not been widely investigated in prior consumer behavior literature.

Social and utilitarian motives elicit joint shopping in stores and collaborative consumption. This study reveals a third motive, related to the need for control, that drives shopping on the same screen. Screen sharing can increase efficiency, social bonds and control, due to the transparent presentation of information on the screen, but it also can cause inefficiency, social tension and struggle for control over the device.

Screen-sharing motives reflect different logics for sharing: distribution (use with), communication (discuss with) and collaboration (control with). Defining further antecedents and consequences of joint shopping on the same screen represents relevant goals for further research.

By adapting their online platforms, brands can provide more agreeable, efficient and empowering experiences to screen-sharing shoppers, and thus gain competitive advantages.

Marketers generally assume online shoppers are alone at their screens, but in practice, many of them are often browsing together. Especially for families confined together at home, shopping together online constitutes a common practice.

To understand the phenomena of people revealing regrettable information on the Internet, we examine who people think they’re addressing, and what they say, in the process of interacting with those not physically or temporally co-present.

We conduct qualitative analyses of interviews with student bloggers and observations of five years’ worth of their blog posts, drawing on linguists’ concepts of indexical ground and deictics. Based on analyses of how bloggers reference their shared indexical ground and how they use deictics, we expose bloggers’ evolving awareness of their audiences, and the relationship between this awareness and their disclosures.

Over time, writers and their regular audience, or “chorus,” reciprocally reveal personal information. However, since not all audience members reveal themselves in this venue, writers’ disclosures are available to those observers they are not aware of. Thus, their overdisclosure is tied to what we call the “n-adic” organization of online interaction. Specifically, and as can be seen in their linguistic cues, n-adic utterances are directed toward a non-unified audience whose invisibility makes the discloser unable to find out the exact number of participants or the time they enter or exit the interaction.

Attention to linguistic cues, such as deictics, is a compelling way to identify the shifting reference groups of ethnographic subjects interacting with physically or temporally distant others.

We describe the social organization of interaction with undetectable others. n-adic interactions likely also happen in other on- and offline venues in which participants are obscured but can contribute anonymously.

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London.

The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism.

Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism.

The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment.

The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola Canada and a physical activity microgrant program, known as Teen Challenge, managed by ParticipACTION, a Canadian not-for-profit organization that champions sport and physical activity participation. ParticipACTION’s Teen Challenge is a multi-year initiative that was developed in 2008 and involves over 5,800 community organizations (COs) and over 500,000 Canadian teens across the nation (ParticipACTION, 2016).

A series of ten hypotheses related to the evaluation are tested using longitudinal data from event participants over a five-year period from 2009 to 2013.

The study revealed that sponsor and sponsee shared objectives around sport participation, including the three found in this study. Practically, this is a positive result for sport participation properties who might now consider this as part of a sponsorship sales strategy. The research found that both Coca-Cola Canada and ParticipACTION have the following shared objectives in this particular sponsorship: motivate and support youth to get active and live a healthy life; remove barriers that youth face in getting physically active; and encourage more COs to be involved in the program. Conceptually, this finding extends the discussion of shared social marketing objectives in sponsorship proposed by Madill and O’Reilly (2010).

The findings support the sponsorship literature, in suggesting that shared objectives among sponsorship partners are important for the sponsorship to achieve successful outcomes (Cornwell et al., 2001). Shared sponsorship objectives can be utilized as a strategic tool for the sponsee to demonstrate the effectiveness of the program and to build a long-term relationship. The results of the logistic regression analysis indicate that COs which viewed partners’ collaboration as positive agreed that the Teen Challenge program made physical activity more accessible and affordable for youth.

This study provides several important implications for non-profit organizations that aim to establish an effective social marketing campaign. One way for non-profit organizations to build a strong relationship with sponsors was through positive collaboration where the two partners work together (e.g. activation) to maximize the sponsorship’s effectiveness. First, it increased youth participation in the Teen Challenge program and made it affordable for teens to participate in other physical activity programs. Second, it enhanced Coca-Cola’s image as supporters of active lifestyle in the eyes of COs. Finally, it affected the likelihood that COs would recommend the program.

Results of the survey of COs that are registered with the program provides us with another important finding that positive partner collaboration is only one component of overall effectiveness. Another component would be to take action to communicate to COs that positive collaboration indeed took place in the sponsorship. One way to achieve this goal is to demonstrate to COs the importance of funding that the sponsor provides as well as the impact of sponsorship partners’ positive collaboration on the overall program. The authors also found that sponsorship partners’ positive collaboration in the delivery of the Teen Challenge program played an important role in whether COs recommend the program to others.

The results of this research contribute to the evaluation of the sponsorship of a health-oriented social marketing sponsorship of a sport participation property or sponsee (ParticipACTION) and a major brand as sponsor (Coca-Cola).