Teens' consumer interaction styles: the impact of assertive and aggressive behaviour on attitudes towards marketing practices
| Autor: | Dee K. Knight, Christy Crutsinger, HaeJung Kim |
|---|---|
| Rok vydání: | 2010 |
| Předmět: |
Marketing
Economics and Econometrics media_common.quotation_subject Public Health Environmental and Occupational Health Appeal Advertising Sample (statistics) Interaction Styles Structural equation modeling Style (sociolinguistics) Test (assessment) Product (business) Assertiveness Psychology Social psychology Applied Psychology media_common |
| Zdroj: | International Journal of Consumer Studies. 34:196-203 |
| ISSN: | 1470-6431 1470-6423 |
| DOI: | 10.1111/j.1470-6431.2009.00846.x |
| Popis: | Over half-billion global teens between the ages of 13 and 18 years represent a dynamic opportunity for marketers who wish to grow their businesses and build consumer loyalty. Consumer interaction styles are the consistent behaviour patterns that individuals employ in transactions or exchanges in the marketplace. Assertiveness and aggressiveness represent two distinct interaction styles that enable individuals to achieve a desired outcome. Because teen consumers are an important consumer segment and subscribe to the notion that their voices must be heard, understanding their interaction styles is necessary for businesses and marketers. The purpose of this study was to examine teens' consumer interaction styles according to specific demographic and lifestyle characteristics and investigate the impact of assertive and aggressive interaction styles on attitudes towards marketing practices (i.e. product, retailing, advertising, and pricing). Data were collected from a US teen sample (n = 467) at both rural and urban high schools. Independent t-tests compared the propensity of teens' assertive and aggressive consumer interaction styles according to specific demographic and lifestyle characteristics. Structural Equation Modeling using AMOS 6.0 program was performed to test the hypothesized relationships. Results indicated that an assertive interaction style was pervasive among US teen consumers, while the aggressive interaction style had disparities according to unique demographic and lifestyle characteristics. Assertive and aggressive interaction styles demonstrated negative influences on teen consumers' attitudes towards products and retailing practices. By interpreting the negative impact of teens' assertive and aggressive consumer interaction styles, marketers can develop effective strategies that appeal to this demanding consumer. |
| Databáze: | OpenAIRE |
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