Abstract
Few academic studies have addressed the question of how teenagers respond in school social contexts to peer criticism about their choice of brand. To better determine the outlines of this societal issue and associated education marketing, these reactions are studied through the concept of coping, deployed with a combined process-style approach. Three successive quantitative surveys (n1 = 208; n2 = 200; n3 = 446) were used to highlight five specific coping strategies: justification of the purchase circumstances, revenge, denial of the problem, self-reproach, and making the criticizers feel guilty. Gender, perceived controllability of the situation and brand sensitivity are the main determinants of these strategies.
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