Mass Marketing And Consumerism On Children Essay

949 Words Apr 15th, 2016 4 Pages
Youth Attitudes in Response to Materialism that is Promoted by Mass Marketing The age group of 9 to 15, also referred to as tweens, has been highly targeted by companies as a market segment (Goldberg, Gorn, Peracchio, & Bamossy, 2003). As this shift in audience is made, it is important to recognize the psychological effects of mass marketing and consumerism on children. This paper is a summary of a study done that is an demonstration of how materialism influences youth consumer attitudes.
Research Question Goldberg, Gorn, Peracchio, and Bamossy (2003) want to see if materialism has a significant effect on 9 to 14 year old children. They want to determine how negatively materialism affects the behaviors and attitudes of tweens, and whether this is a cause for public concern (Goldberg et al., 2003).
Goldberg et al. (2003) hypothesize that the prevalence of materialism affects the consumer behavior of youths. In this case, Goldberg et al. (2003) focus on children between the ages of 9 and 14, tweens. By developing and utilizing a Youth Materialism Scale (YMS; (Goldberg et al., 2003), Goldberg et al. (2003) attempted to test their theories, which include the presumption that more materialistic youths tend to shop more, save less, are most interested in new products, are susceptible to advertising, and perform poorly academically. Furthermore, Goldberg et al. (2003) hypothesize that the parents of more materialistic youths are highly influenced by their children…

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