Female Teenagers’ Friendship Groups and Fashion Brands: a Group Socialization Approach

ABSTRACT

This study investigates the female adolescent perspective in consumer socialization and the role of peer group pressure by using fashion and brands as a context. More specifically, this research explores group socialization in female adolescent’s small friendship groups by using fashion clothing and brands as the product category. The focus is on how adolescent girls are socialized into being consumers – i.e. form attitudes and judgments regarding fashion clothing, make sense of the marketplace and how shopping fits in their social lives, make their respective consumption decisions. The aim is to provide the female adolescent perspective in consumer socialization while simultaneously taking into account fashion as a context.



Citation:

Cagri Yalkin and Richard Elliott (2006) ,"Female Teenagers’ Friendship Groups and Fashion Brands: a Group Socialization Approach", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 12.

Authors

Cagri Yalkin, Warwick Business School, University of Warwick
Richard Elliott, Warwick Business School, University of Warwick



Volume

GCB - Gender and Consumer Behavior Volume 8 | 2006



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