The role of gender on the frequency of shopping with friends during adolescence: Between the need for individuation and the need for assimilation

Gentina, Elodie; Chandon, Jean-Louis
December 2014
Recherche et Applications en Marketing (English Edition) (Sage P;Dec2014, Vol. 29 Issue 4, p32
Academic Journal
Very little is known about identity mechanisms underlying shopping with friends during adolescence. A quantitative study (Ntotal n= 614) shows that the frequency of shopping with friends relies on a balance between desires for individuation (i.e. autonomy from mother) and social approbation (i.e. susceptibility to normative and informative influence from friends). Our results show that gender moderates these mechanisms: the autonomy from mother is a key variable of shopping with peers for adolescent boys, whereas the susceptibility to peers’ normative and informative influence is a key variable for adolescent girls.


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