The study of adolescents as consumers has been under researched in the marketing literature. The authors first describe the specificities and importance of these consumers and stress the lack of consensus on some of their characteristics. They then focus on two constructs: attitude toward the brand and enduring involvement in categories of products and services. Finally, the authors present the development of two relevant measurement scales specially adapted to research on adolescents as consumers. Surveys involving 1,397 adolescents were conducted based on seven data collections for attitude toward the brand and five data collections for enduring involvement. The results were analyzed to produce two valid and reliable measurement scales which can be used to improve our understanding of the behavior of adolescents as consumers. Managerial implications are also drawn by the authors.
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