Rares sont les travaux académiques qui portent sur la manière dont les adolescents réagissent aux critiques des pairs sur un choix de marque dans le contexte scolaire. Afin de mieux répondre aux enjeux de cette problématique sociétale et du marketing éducatif qui s’y rattache, ces réactions sont étudiées par le concept de coping mobilisé ici dans le cadre d’une approche mixte processus-style. Trois études quantitatives successives (n1 = 208 ; n2 = 200 ; n3 = 446) ont permis de mettre en évidence cinq stratégies de coping spécifiques : la justification des circonstances de l’achat, la vengeance, le déni du problème, la culpabilisation des critiqueurs et l’auto-attribution du problème. Parmi les déterminants potentiels, trois variables individuelles affectent particulièrement le déploiement de ces stratégies : le genre, la contrôlabilité perçue de la situation et la sensibilité aux marques.
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