The young people are increasingly the target of advertising and marketing because of the amount of money they can spend. One of the key characteristic of the adolescence is conformity to peers, so very often it is assumed that parents' influence is rather marginal in many areas (e.g. in consumer decision making). On the other hand some data show opposite tendency. The aim of the survey study was to check who advice young people to make purchase decision. It was conducted on-line, using panel ARIADNA, GG Network S.A. The participants (n=379) were teenagers (15-17 years old). The results indicate that teenagers who spentd own money on something for themselves take into account the opinion of the peers and... parents as well. However, the adolescents go shopping rather with friends than parents.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.