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How Attachment Affects the Strength of Peer Influence on Adolescent Consumer Behavior

Authors


Correspondence regarding this article should be sent to: Professor Lei Wang, Department of Psychology, Peking University, Beijing 100871, China (leiwang@pku.edu.cn).

ABSTRACT

This research examined how attachment affected the peer influence on adolescent consumer behavior. Results showed that attachment toward family and toward peers emerged together. Adolescent attachment anxiety strengthened the peer influence in consumption while attachment avoidance weakened the peer influence. Anxiety was positively related to adolescents’ perception of friends’ greater knowledge, spending when shopping with friends, and motivation to comply with friends’ suggestions on purchases directly and indirectly through consumer susceptibility to informational and normative influence. In contrast, attachment avoidance decreased the tendency to shop often with friends and the motivation to comply in a purchase. This study revealed that the influence of individual attachment orientations on interpersonal relationships can be extended to the field of consumption.

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