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Cited by 86Consumer Behavior in Brand Consumption and IdentificationConsumer Perception and Purchasing BehaviorConsumer Behavior and Marketing Influence

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The impact of branding on low‐income adolescents: A vicious cycle?

Isaksen, Katja Jezkova, Roper, Stuart·2008·Psychology & Marketing
DOI 10.1002/mar.20254
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Abstract

This study examines the impact of consumerism and consumer culture on low‐income British adolescents. Specifically, it investigates the effects of branding and advertising on the formation of selfconcept clarity (SCC) and consumer susceptibility to interpersonal influence (CSII). A comparative study was conducted between two groups, low‐ and high‐income teenagers, assessing SCC and CSII by means of quantitative scales. It was found that low‐income teenagers are less clear in their self‐concept and are more susceptible to interpersonal influence than their high‐income counterparts. A significant negative correlation between the two scales revealed that the less clear one's self‐concept is, the more susceptible one is to interpersonal influence. It is proposed that an inability to “keep up” with the latest fashion trends (due to restricted consumption opportunities) may result in a damaged self‐concept among low‐income teenagers, which leads to heightened susceptibility to consumption pressures and hence heightens the negative socio‐psychological impacts of living in poverty. The results of the study are reviewed in terms of branding, advertising, and consumer behavior and a proposed conceptual model of branding's impact on low‐income teenagers is presented as a “vicious cycle.” © 2008 Wiley Periodicals, Inc.

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Metadata

Authors
Isaksen, K. J., & Roper, S.
Affiliations
University of Manchester (GB)
Corresponding author
Isaksen, Katja Jezkova
ORCID
Venue
Psychology & Marketing
Publisher
Wiley
Published
2008-10-20
Volume
25
Issue
11
Pages
1063-1087
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20254
OpenAlex
W1966772279
Cited by
86
References
1
Citations by year
2026: 4 · 2025: 4 · 2024: 6 · 2023: 6 · 2022: 3 · 2021: 9 · 2020: 10 · 2019: 3 · 2018: 2 · 2017: 5 · 2016: 3 · 2015: 4 · 2014: 6 · 2013: 6 · 2012: 8
FWCI
5.93
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Psychology and Marketing (publishedVersion)
  • Research Explorer (The University of Manchester) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
branding, advertising, consumerism, low-income youth, self-concept clarity, fashion consumption, poverty, socioeconomic status, vicious circle

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