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Peer, Parent, and Media Influences in Teen Apparel Shopping

Oswald A. J. Mascarenhas

University of Detroit Mercy

Mary A. Higby

University of Detroit Mercy

Recently developed normative versus informative interpersonal influence scales were modified and extended to explore interpersonal influences in teen apparel shopping. Three major influence sources were considered-peers, parents, and the media. Major findings indicated that teens receive significantly more parental influences during special shopping than ordinary shopping; parent-and media-informative influences exceed almost all others whereas media-normative influence is dominated by almost all other influences. These findings suggest that advertisers and marketers could avoid targeting teens with normative messages, since they are more likely to reach teens through informative messages specifically directed at their parents. Teen age, gender, family size, and gift money to teens were found to significantly affect the level and type of teen apparel shopping influences.

Journal of the Academy of Marketing Science, Vol. 21, No. 1, 53-58 (1993)
DOI: 10.1177/0092070393211007
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