Peer group influences on children’s product preferences
Del I. Hawkins Ph.D., Kenneth A. Coney Ph.D.
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 2
Abstract
In contrast to earlier studies using adult subjects, this experiment with first graders did not f’md a high degree of brand loyalty development in response to a minimally differentiated product. In fact, while some brand preferences did develop, most subjects appeared to seek some degree of variety in their choices. It is interesting to speculate that children have a “greater need for novelty” than adults and are thus less likely to develop brand loyalty. However, extensive research will be required to remove this proposition from the realm of speculation.
Keywords
Brand Loyalty, Product Preference, Extensive Brand, Brand Choice, Brand Preference
Enable JavaScript for citation tools and additional paper interactions.