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| Author: | Elliot, R. Leonard, C. |
| Title: | Peer pressure and poverty: exploring fashion brands and consumption symbolism among children of the British poor |
| Journal: | Journal of Consumer Behaviour
2004 : JUN, VOL. 3:4, p. 347-359 |
| Index terms: | Brands Consumer attitudes Children Fashions industry Poverty |
| Freeterms: | Projective method |
| Language: | eng |
| Abstract: | In this article attitudes toward brands and their symbolic meanings are explored in an interpretive study using projective methods. In the study the children form stereotypes about the owners of the trainers: branded and expensive shoes are believed to have rich and young owners and on the contrary unbranded and inexpensive to have poor and old. The opinions are so strong among the children that they would prefer to talk to someone wearing branded trainers than unbranded ones. According to the study the children also feel pressure to wear the same brand as others to fit in to the group. |
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