Who’S Got the Power? a Social Power Perspective on Teen Purchase Influences

Kendall Goodrich, Florida Atlantic University
Social influences on teen purchase are examined by applying social power theory (French and Raven 1959). Prior consumer research has largely ignored some potential sources of social influence (e.g., legitimate power). Preliminary results suggest that parental expert and coercive power, as well as peer expert and legitimate power, significantly predict the type of product purchased by teens. Furthermore, socio family orientation significantly interacts with parental coercive as well as peer legitimate and reward/coercive power, while concept orientation significantly interacts with parental expert and coercive power as well as peer expert and legitimate power.
[ to cite ]:
Kendall Goodrich (2008) ,"Who’S Got the Power? a Social Power Perspective on Teen Purchase Influences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 962-963.