How good a shopper am I? Conceptualizing teenage girls' perceived shopping competence

Teenage girls represent the most highly sought after market segment in the U.S. because of their keen interest in shopping and their significant spending power. Teenage girls spend more time than teenage boys in shopping environments and outspend boys in every category except videogames. So, teenage...

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Bibliographic Details
Published in:Academy of Marketing Science review 2006-01, Vol.10
Main Authors: Mallalieu, Lynnea, Palan, Kay M
Format: Article
Language:English
Subjects:
Adolescents
Attitudes
Consumer behaviour
Girls
Knowledge
Marketing
Self-perception
Shopping
U.S.A
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Summary:Teenage girls represent the most highly sought after market segment in the U.S. because of their keen interest in shopping and their significant spending power. Teenage girls spend more time than teenage boys in shopping environments and outspend boys in every category except videogames. So, teenage girls clearly love to shop-but do they perceive themselves as good shoppers or is this a group who feels out of control when it comes to spending wisely and making considered decisions regarding purchases? If they lack the expertise and self-control to perform shopping tasks successfully, then there are numerous financial and psychological implications, including accumulating debt and exhibiting compulsive shopping behaviors that continue into adulthood.
ISSN:1526-1794
1526-1794