Underage consumer group

Author: Cheng Shisan
Publisher:
Publish Date: 2003-04-01
Features: Underage consumers belong to the dependent consumer group within a certain social structure and cultural context, making the form of the family and its socialization significance particularly important. Educational and cultural phenomena in schools, as well as the penetration and influence of global popular culture, have a significant impact on the formation of their core values. An uncontrollable, prominent self and the anxieties of growing up make their values both strange and fascinating. In the world of minors, it is claimed that this is an era without heroes. The essence of "anti-heroism" is actually just a transformation between "heroes" and "idols." Who are the "opinion leaders"? The answer is "I decide for myself!" Is this really the case? Why does our research show that minors exhibit a "group-based consumption decision-making model"? Given this, we delve into what the core of information dissemination is for this group? What unique characteristics do the processes of information dissemination have, leading to the formation of "group meaning"? By analyzing and collecting a large amount of survey data, we validate the preliminary ideas we have developed.