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Essay / Research Paper Abstract
This 5 page paper reviews an article entitled "You can't have that! A study of reactive effects and children's consumer behavior," by Amy Rummel and others. The article is summarized and critiqued. No additional sources cited.
Page Count:
5 pages (~225 words per page)
File: RT13_SA212art.rtf
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Unformatted sample text from the term paper:
8 (1) 2000: 38-45. This interesting article looks at the psychological phenomenon of reactance. In the article, the tendency is explored in terms of older children or adolescents
tending to prefer things that they are told they cannot have. They also seem to prefer things that their parents disapprove of. While this comes as no surprise to parents,
the study has implications for marketing products to different populations. One can see that marketeers have a dilemma on their hands when they want to market their products to
teenagers, but also want the adolescents parents to approve since they are the ones who will either be paying for the item, or allowing it at all. While the
idea that adolescents reject what their parents endorse is not new, researchers did test their theory in terms of creating marketing campaigns. While only certain products were tested, they
were tested on various age groups and results did confirm the researchers hypothesis that older children will be participatory in this reactance phenomenon. Results showed that the age of reactance
starts as early as twelve. In addition to this phenomenon concerning parents, other areas were tested and it was discovered that in addition to parental influence, peers were also influential,
just in the opposite way. Researchers in fact confirm much other literature concerning peer pressure and how adolescents react in respect to how their parents do. Authors suggest that the
study has implications for marketers in terms of targeting, segmentation and creative appeals. An important point is that marketers must be careful in creating campaigns for children because children of
different age groups act differently. In fact, one might suppose that a campaign targeted to those over the age of twelve would be almost the opposite of a campaign for
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