The Effect of Role Model Influence on Adolescents' Materialism and Marketplace Knowledge

Author(s): Alan J. Bush, Craig A. Martin and Paul W. Clark

Source: Journal of Marketing Theory and Practice, Vol. 9, No. 4 (Fall, 2001), pp. 27-36
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 THE EFFECT OF ROLE MODEL INFLUENCE
ON ADOLESCENTS' MATERIALISM AND
MARKETPLACE KNOWLEDGE

Paul W. Clark
ofMemphis
University

Craig A. Martin
ofWesternKentucky
University

Alan J.Bush
ofMemphis
University

Thegoalofthepresent researchwastoanalyzetheconsumer processofadolescents,

socialization sociallearning
utilizing theory
as a conceptualguideto understand how role modelsinfluenceadolescents'materialism and marketplace knowledge.A
conveniencesampleof 175 teenagersbetweentheages of 15 and 18 weresurveyedin a majormetropolitan area.Directrole
modelsincludedin thisstudyweremothers, fathersand teachers.Vicariousrolemodelsincludedathletesand entertainers.
showthatmaterialism
Resultsatthe.05 levelofsignificance andmarketplace knowledgeareassociatedwithmembers ofboth
formaterialism,
directandvicariousrolemodelgroups.Specifically athletes
andfathers
werefoundtohavethegreatest impact.
Teachersandathleterolemodelswerefoundtohavethegreatest impacton adolescents'marketplaceknowledge.Implications
the
from empirical analysisoftheseproposedrelationships providedformarketing
are managersandpractitioners.

INTRODUCTION alone,teenagersarespending between$140 and$150 billion

annually(Cheng 1999; 1999). Inaddition,
Crockett adolescent
Adolescentconsumersare being recognizedtoday as an consumersare seen as trendsetters who have significant
increasinglyimportantgroupin termsof theirpurchasing influence on thepurchasedecisionsoftheirpeersandparents
behaviors, andtheirimpactonthenationaleconomy. (Zollo 1995). It has also been shown thatit is during
attitudes,
notonlyin adolescencethat consumersoftendevelop loyal buying
increasehasbeenobservedrecently,
A significant
theoverallnumber ofadolescentsintermsofpopulation,but patterns thatcontinuewiththemthroughout theiradultlives
also in the amountof moneythey are contributing as (Moschis1985). As a result,adolescentconsumers represent
consumers. Recentresearch thatintheUnitedStates a tremendous
indicates formarketers
opportunity andadvertisers.

Fall 2001 27

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The impetusforanalyzingadolescentconsumersand their proposed relationshipswill be providedfor marketing
purchasebehaviorsand attitudes was introduced by Ward managers.
(1974) and his conceptualizationof consumersocialization,
whichis definedas the process"by whichyoungpeople THEORETICAL FOUNDATION
acquire skills,knowledge, and attitudes relevant to their
functioningas consumers inthemarketplace" (p. 2). Research Theanalysisofpurchasing attitudes, andknowledge
patterns,
has shownthatthis processof consumersocializationis ofadolescents, andtheexaminations factors
ofthespecific that
influenced by a varietyof outsideor environmental factors. influencethem,has becomean important focusofconsumer
Amongtheseoutsideinfluences foradolescent consumers are research.As a result, attention
greater hasbeenfocusedonthe
parents,teachers,andcelebrityendorsers, eachofwhichcan theoreticaljustificationsused to explain adolescent
play an integralrole in helpingan adolescentdevelop consumption-related behavior.Socialscienceresearchershave
consumption behaviors,attitudes, and
knowledge, product oftenutilized
sociallearningtheorytoexamine and explainthe
selectionabilities. However,althougha numberof studies consumer decision-making processesof adolescents(Moschis
have examinedthe impactof manyof the aforementioned and Churchill1978). Social learningtheoryproposesthat
environmental variableson consumersocialization, we, as individualsdevelopattitudesandbehaviors through a variety
researchers,"continueto have significantgaps in our oflearning experiences.Theseexperiences oftentakeplacein
conceptualization and understanding of exactlywhatrole a number ofdifferent comeintocontact
as individuals
contexts
social environment and experiencesplay in consumer witha variety ofdiverseinfluences andencounters (Kingand
socialization"(John1999,p. 205). Multon1996).

A fertileareaofresearch examining thefactors thatinfluence A substantial number ofstudiesutilizing sociallearning theory

an adolescentduringhisorhersocialization process has been to explainhuman behavior focus on modelingbehavior, and
developedutilizing sociallearning theory(Moschis and Smith the processby which individuals learnto 'model' or emulate
1985). This theorysuggeststhatindividualslearngeneral thebehaviors, attitudes, andskillsofothers(Bandura1977).
behaviorsand attitudesfrompast experiences. Previous As thesemodelingexperiences accumulate, individuals learn
researchhas established thattheselearning experiences may what is acceptableand expectedin termsof theirsocial
be vicarious,indicatingthat consumerslearn or model behaviorpatterns. Additionally, eachindividual is exposedto
behaviors, values,attitudes,andskillsthrough theobservation a multitudeof 'models' from which he or she can adopt
ofotherindividuals, orthrough observationsof electronic or behaviors,attitudes, or These
skills. specific models often vary
print media (Bandura 1977). Reinforcement from these in terms of the degree of their influence on the individual.
variousexternalities canfortify preferencesindecidingwhich Those modelsthatare mostinfluential are oftenlabeledas
behaviors, and
values,attitudes, are
skills or
accepted expected "role models". These role models have been shownto be
in a social context(Mitchell,Jones,and Krumboltz1979). extremely important in termsof thedevelopment of career
However,manyof the researchstudiescompletedin past aspirations, educationalobjectives,and self-views of young
marketinganalyses fail to examine the aforementioned adultsandchildren (Mitchelletal. 1979).
vicariousmodels. Althoughresearchhas shownthatdirect
modelssuchas mothers, fathers, and siblingsinfluence the Social learning theoryhas also beenutilizedto establish the
consumptionbehaviors, attitudes,and knowledge of importance modeling of behaviors and attitudes in a
adolescents (Moschis and Churchill 1978;Keillor,Parker, and consumption environment (Moschis and Smith 1985).
Schaefer 1996; Martin and Bush 2000), marketing Specifically forconsumers, rolemodelshavebeenidentified
examinationsof the influenceof vicarious models on as anyonethatthe individualconsumercomes intocontact
important consumer-related outcomesis lacking. with,directly or indirectly, whocan potentially influence the
consumer's consumption-related decisions and actions
PURPOSE OF PAPER (Bandura1977). Based on thisconceptualdefinition ofrole
models,it is clearthata varietyof individuals or groupsof
The goal of thepresentresearchis to utilizesocial learning peoplecouldbe considered rolemodelsforconsumers.For
as a
theory conceptual to
guide understanding how rolemodels adolescents, direct role models areidentified as parents, peers,
influencemarketing-related attitudesand knowledgeof siblings, teachers, or even distant family members withwhom
adolescents.Forexample,doesa vicariousrolemodelsuchas theadolescenthas directcontact.To date,bothparentsand
Kobe Bryantinfluence teenagers'perceptions and behaviors peershave been identified and analyzedin termsof their
towarda brandofshoes? A reviewofsociallearningtheory influenceon consumption-related behaviorsof younger
androlemodelinfluence is discussedinordertoproposethat consumers (Carlson,Walsh,Laczniak,and Grossbart 1994;
bothdirectand vicariousrolemodelsof adolescentshave a Keilloretal. 1996;Bush,Smith, andMartin1999;Martin and
significant influenceon two important outcomesof the Bush2000).
socialization process ~ marketplaceknowledge and
materialism. Implications fromtheempirical analysisofthese Previousresearchexaminingan adolescent'spropensity to
emulateboththe consumption-related behaviors, and non-

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consumption-relatedbehaviors, of direct role models has consumerconsumptionattitudesand behaviors withoutever
shownthatparents,siblings,and teachersare seen as positive directlycontactingor meetingthe actual consumer.
role models foradolescents. Carlson, Grossbart,and Walsh
( 1990) foundthatparentalperceptionsofthemarketplacehave The influenceofvicariousrolemodels on adolescentbehaviors
a directimpacton consumergoals and attitudesofadolescents. and attitudeshas oftenfocused on non-consumption-related
Keillor et al. (1996) have shown thatadolescents in boththe variables. Early researchindicatedthattelevisioncharacters
UnitedStatesand Mexico relyheavilyon theirbrothersand/or who were seen as role models had verylittleinfluenceon the
sistersin makingbrandpreferencedecisions forbothlow and occupational goals of adolescents (Christiansen 1979).
high involvementproducts. Additionally,Martinand Bush Contradicting thisfindinghoweveris morerecentresearchthat
(2000) have found supportforthe propositionthatparental indicates that adolescent career choices are significantly
influence positively impacts the adolescent consumer's influenced by the occupation of television charactersthe
purchaseintentionsand purchasebehaviors. adolescent sees as a role model (King and Multon 1996).
Additionally,Lockwood and Kunda (1997) have shown that
In termsof non-consumption-related behaviorsand attitudes, the vicarious role model category of superstars is very
Basow and Howe (1980) foundthatbothparentsand teachers influential in determining theself-viewsand conceptsofyoung
act as rolemodels foradolescentsby influencing young adults' adults.
educational choices and sex-role attitudes. Another study
foundempiricalsupportforthenotionthatsame-raceor same- In thearea ofmarketing, theinfluenceof vicariousrolemodels
gender directrole models are strongpositive influences on the has received scant research attention. Ohanian (1990) and
and
self-efficacy personalaspirations foradolescents of certain Lafferty and Goldsmith (1999) have bothshownthatcelebrity
races (Parker and Lord 1993). Finally, Brown and Mann endorserscan significantly influencepurchaseintentionsand
(1991) have shown that parents, acting as role models, behaviors. However, neitherof these studies attemptedto
significantly influence the decision-making competencies of determineif celebrityendorsers are actually seen as role
adolescents. models. More recentresearchby Martinand Bush (2000) has
establishedthatthereare at least two specific categoriesof
However, as shown in the previous paragraphs,the focus of vicariousrole models thatexhibitsignificantinfluenceon the
manyrole model studieshas often concentrated only on direct consumption-related behaviors and attitudesof adolescents.
role models with whom the individualhas directcontact, such These two categories include the adolescent's favorite
as parents,teachersorpeers. Althoughitis oftenassumedthat entertainer and theadolescent's favoriteathlete.Additionally,
parentshave the strongestgeneral influenceon adolescents, thatstudyhas shown thatwhile parentsremainthe strongest
recent research has indicated that vicarious others might influenceon adolescent consumer purchase intentionsand
significantly influenceindividualbehavioras well (King and behaviors,athletesand entertainers are significantpredictors
Multon 1996). Adolescentsmay nothave directcontactwith of these consumption-relatedfactors as well. Therefore,
thesevicariousmodels, but mightlearnspecificattitudesand previousresearchindicatesthatvicariousrole models play an
behaviors from these individuals through observation. important role in contributing to consumption-related
Television or film stars and athletes would be considered behaviorsand attitudesof young adults.
vicariousrole models formanyyoungconsumers(Lockwood
and Kunda 1997). As promotionaldollars and advertising Although the previous research studies acknowledge and
budgets are scarce resources for many organizations,it is support the proposition that vicarious role models affect
for
extremelyimportant marketingpractitioners to know if adolescent behaviors and attitudes,there remains limited
these vicarious role models influence specific marketing- knowledge as to the specificvariables thatthese role models
relatedoutcomesof adolescentconsumers. actually influence. The focus of the present paper is to
establisha betterunderstandingof the potentialinfluenceof
A recentstudyexaminingthe influenceof role models on the specificrolemodels in a consumerbehaviorenvironment.The
personal views, attitudes and behaviors of adolescents followingparagraphswill introducetwo specificvariablesthat
acknowledgedthat, "Individuals of outstanding achievement have been establishedas importantoutcomesof theconsumer
can serveas role models to others"inspiringand encouraging socialization process. These two variables, materialismand
adolescents to embrace specific self-images,lifestyles,and marketplace knowledge, have been shown to be critical
modes ofbehavior(Lockwood and Kunda 1997, p. 9 1). These outcomes related to an adolescent's development as a
authors specifically identified "superstars" as one very consumer(Mangleburgand Bristol1998). For example,while
important, yetoftenignored,categoryof role models thatare celebrityrole models have been accused of makingteensmore
increasingly influencing the behaviors and attitudes of materialistic(e.g., buy more expensive high statusproducts),
adolescents. This categoryof vicarious role models labeled we will investigatewhetheror nottheycan also enhanceteens'
superstarscould include the role models embraced from marketplaceknowledge which may ultimatelylower a teen's
electronicor print media. As identifiedby Bandura (1977), level of materialism(e.g., whypay moreforhighstatusbrand
these vicarious role models have the ability to influence name ifitsnota betterproduct). Afterreviewingtheliterature
formaterialismand marketplaceknowledge,hypotheseswill

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be presentedbased on the influencethatrole modelsare Materialism
expectedto exerton eachvariable.
Materialism is a valueheldbyan individual, whichembodies
HYPOTHESIS DEVELOPMENT the importance one attachesto materialpossessions(Belk
1985;RichinsandDawson 1992;Richins1994). Researchin
MarketplaceKnowledge the area of materialism has suggestedpeople who place a
strongemphasison acquisitionand possessionof material
Marketplace knowledgeis definedas an adolescent'slevelof goodsareto be considered whileothers
materialistic, whodo
knowledge ofconsumer relatedfactors suchas prices,stores, notsee thisacquisitionas beingcentralto theirhappiness,
and shopping(Mangleburgand Bristol1998). It is this indication of success,or as beingcentralto theirlives,are
knowledge that helps adolescents to adapt to theirrole as perceivedas beingnon-materialistic (Belk 1985; Richins
consumers. This is achieved specificallyby obtaining 1994).
knowledgeaboutpricesforproductstheadolescentwould
expect to see, what particularstorescarryproductsthe The value of materialism to marketers is thatmaterialism is
adolescent wishesto find,andhowtheadolescentobtainsthe "associatedwitha greater drivetoacquirethegoodsmarketers
goods and servicesthat he or she desires. Therefore, provideforconsumers" (MuncyandEastman1998,p. 137).
identifyingpossiblesourcesof,and potential influencersof, These and many otherauthorsgo on to give a critical
adolescentmarketplace knowledgeis extremely important. evaluation of the ethical ramificationsof promoting
materialism insociety.However,thegoal ofthispaperis not
Research suggeststhat adolescentsacquire marketplace to argue ethicaland moralstandpoints
the of marketing and
knowledgethrough the use of thesocialization process,and materialism, but to show the connection between an agentin
thisprocessthenallowsthemto be able to adaptmoreeasily thesocializationprocess(role models)andthesocialization
intotheirrole as consumers(Ward 1974; McNeal 1987; outcomematerialism.
Mangleburg andBristol1998). Adolescents can acquirethis
marketplace knowledgefromanynumberof outsidesources The degree to which adolescentsseem to exhibitthis
or frommanytypesof socializationagentssuch as peers, materialistic value can be based upon manyfactorsin the
parents,teachers, andthemassmedia(Mangleburg andBristol environment,including family communication,peer
1998). Earlyresearchcompletedby Moschis (1978) has communication, andtelevision exposure(John1999). Family
shownthatadolescentconsumers frequentlyutilizetelevision communication structures havebeenshowntohavean impact
celebritiesto determine how productsare to be utilizedin on adolescents'levelofmaterialism.Familiesthatexhibita
"everyday" life. This determination canbe basedon boththe socio-oriented structure, a structurethatstresses harmony and
televisionprogramsviewed by the adolescentand the avoidconflict withinthefamilyunit,exhibithigherlevelsof
advertisements used to sponsorthese programs(Moschis materialism (MoschisandMoore1979)thanfamilies thatare
1978). in
higher concept-orientation (Moore and Moschis 1981).
Churchill and Moschis(1979) havealso foundthatchildren
Additional researchhas foundthatchildren showntelevision thathavefrequent communication withtheirpeerstendtobe
programs intheUnitedStatesexhibited greater awarenessof morematerialistic, andthemorecontacttheyhavewiththese
children'sproductsthan childrennot shown the same peers,themoresusceptible to theirinfluence theadolescents
programs (Goldberg1990). Finally,Mangleburg and Bristol become 1
(Achenreiner997). In thisstudymothers, and
fathers
(1998) found thatthe extent to which teenswatched television teacherswere utilized as directrolemodels, and theirinfluence
waspositively relatedtotheirlevelofmarketplace knowledge. on adolescents'levelofmaterialism examined.
Thiswouldsuggestthatthevicariousrolemodelsofathletes
and entertainers, commonlyobserved on televisionin Similarly, researchhas shownthattheamountof television
programsand advertisements, would have a significant programming and advertising viewedby adolescentshas a
influenceon an adolescent's marketplaceknowledge. significant impacton theirmaterialistic attitudes. This
Therefore, we present thefollowing hypotheses: researchshows the greaterthe adolescent'sexposureto
television,the greaterthe level of his or her materialism
HI: Directrolemodelinfluence of: a) mothers, b) (MoschisandMoore1979). Additionally, Sirgyetal. (1998)
fathers, and c) teachers is positively related to have shown that in the United States,across a varietyofage
adolescents'levelofmarketplace knowledge. groups, television-viewing levels positively predict
materialism.As establishedearlier,one specificgroupof
H2: Vicariousrolemodelinfluence of:a) athletes, adolescentrole models, "superstars," are predominantly
and b) entertainersis positively related to observedthrough electronic or printmedia(Lockwoodand
adolescents'levelofmarketplace knowledge. Kunda1997). Thus,thesevicariousrolemodels,identified as
athletesand entertainers, are likelyto have a significant
influenceon adolescents'materialistic attitudes.However,
mostmarketing research hasfailedtoexaminethispossibility.

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Thereforethefollowing
hypotheses proposethatbothdirect five-item Likerttypescale rangingfromstronglydisagree
rolemodelshavea significant,
andvicarious positiveinfluence (SA=1) to stronglyagree (SD=7), with demonstrated
consumer
on adolescent materialismlevels. psychometric was usedto measurerolemodel
properties,

H3: Directrolemodelinfluence of: a) mothers,

b) TABLE 1:
Characteristics of sample
fathers,and c) teachersis positivelyrelatedto Number Gender Age (years) Race
adolescents'levelofmaterialism. of
High
H4: Vicariousrolemodelinfluence of: a) athletes, schools
and b) entertainersis positively related to 62 81 males 15 (28 respondents) African-American:
48
94 females 16(57 respondents) Asian: 10
adolescents'levelofmaterialism. 17 (69 respondents) Caucasian:110
18 (21 respondents) Hispanic:1
METHODOLOGY I I . I Other:
6
Sample
influence.Eachrespondent completed thescaleaboutbothhis
A convenience basedonteenbuddypairs or her mother and father,along with favoriteathlete,
sampling technique
was utilizedin the data collection. Teen buddypairsare entertainer, and teacher. To ensure the personalrelevanceof
usedbyadvertising theserole models to each individual respondent, eachsubject
commonly agenciesto collectdataon the
teenmarket.Buddy-pair interviews was asked to identify and use their "favorite" athlete,
(two friends who have
and teacherwhencompleting the scales. This
been recruited together)can be highlyproductive.Zollo entertainer,
was completedinitiallyto determinewhether
(1995) reportsthathavinga friendwiththemduringthe procedure
interview increases teens'comfort level,encourages more in- adolescents actually viewed mothers,fathers,teachers,
and is suited for thatare entertainersandathletes as rolemodels.As themeansofthese
depthdialogue, particularly products = =
used by two or morepeople (e.g., video games,clothing, scales indicate,mothers(mean 5.968), fathers(mean
teachers = and both entertainers =
CD's, etc.). Moreover,interviews witha friendoftenhelp 5.507), (mean 5.790) (mean
4.941 ona 7-pointscale) andathletes (mean = 5.537) areseen
to
teenagers openup and give more in depthresponses(Zollo
as positiverolemodelsforadolescents.The alphavaluesfor
1995).
therolemodelinfluence scaleswere0.95 formothers, 0.98for
students froma majorsouthern were fathers,0.92 for teachers, 0.94 for and
athletes, 0.93 for
Undergraduate university
inthebuddy entertainers.
randomly recruited toparticipate -pairinterviews.
The undergraduate students were askedto recruita buddy
(e.g., friend,neighbor)betweenthe ages of 15 and 18 to Marketplace Knowledge.To measureadolescents'subjective
in the The students acted as perceptions of theirown level of marketplace knowledge,
participate study. undergraduate
recruitersin collecting thedatafromtheirteenagefriends. A itemsdevelopedand validatedby Mangleburgand Bristol
totalof218 questionnaires weredistributed. Validresponses (1998) wereutilized. Thisthree- itemscale represented the
werereceivedfrom175 adolescents adolescents' perception of their level ofgeneralknowledge of
(80.3% responserate).
stores,prices,etc. The alpha value forthe marketplace
Adolescentsbetweentheages of 15 and 18 wereasked to knowledge scalewas 0.79.
completea shortquestionnaire in thepresenceof a trained
interviewer. Theseadolescents wereenrolledin 62 different Materialism.Thematerialism scaleutilizedinthisstudywas
schools in a area inthe United States. adapted fromRich(1997). This five-item Likerttypescale
high largemetropolitan
Thissampleofadolescents wasaskedtoreport information on had an alphavalue of 0.71. The completescalesused in the
theirmother andfather, as wellas theirfavoriteteacher,athlete studyarepresented intheAppendix.
and entertainer.The teens' were also asked to answer
theirmarketplace behaviors, attitudes, RESULTS
questionsconcerning
andknowledge.Sinceeach teenwas askedabouttheirown
parentsand favorite teacher,athlete,and entertainer, these The relationshipsbetweenmaterialismand marketplace
measures ofspecific rolemodelinfluence ratherthan knowledge andmother, father, teacher, athlete
andentertainer
represent
rolemodels is reported in Table 2, along with a summary of
generalizedrole modelinfluence.This questionnaire was
administered a standardized form the the hypotheses findings. The data indicatethat there is a
through supervised by
interviewer.A summaryof the samples demographic significant positiverelationship betweenmothers' rolemodel
characteristicsis providedinTable 1. influenceandadolescents'marketplace knowledge (r = .185,
p<.014), thus supporting H la. The data does not indicate a
positivecorrelation between fathers rolemodel influence and
Questionnaire
adolescentsmarketplaceknowledge,however(r = -.036,
RoleModelInfluence. Therolemodelinfluence scaleforboth p<.663),andthusHlb is notsupported.Hlc is supported by
athletesandentertainers was adaptedfromRich(1997). This a significant associationbetweenteacherrole modelsand

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adolescents'marketplaceknowledge(r= .319,p<.000). H2a p<.011. This suggeststhatathleterole models have a
and H2b are also supportedby findingsignificant positive positiveimpactonadolescents'
significant materialismlevels.
associationsbetweenathleterolemodelinfluence (r = .266, Fatherrolemodelshada standardizedbetacoefficientof-.19 1,
rolemodelinfluence
p<.000), entertainer (r = .201,p<.008), t = -2.563, p<.011. This suggeststhat fathershave a
and adolescents' level of marketplaceknowledge. In negative
significant impactonadolescents'materialismlevels.
summary, formarketplace
knowledge,H 1a, H 1c,H2a andH2b The overallmodelincluding fathersand athleterolemodels
aresupported. had a R2 = .067, F = 6.081,p<.003. The otherrolemodels
TABLE 2: werenot foundto be significant of materialism
predictors
CORRELATION COEFFICIENTS FOR levelsinthismodel.
MARKETINGPLACE KNOWLEDGE AND TABLE 3:
MATERIALISM WITH ROLE MODEL INFLUENCE
ANOVA RESULTS FOR MATERIALISM
Role Model Marketplace Materialism MATERIALISM STEPWISE REGRESSION
Influence Knowledge df Mean F value
Sumof Significance
Squares Square
Direct:
Mother Hla .185* H3a -.045 2 7.623 6.081 0.003
Regression 15.247
Father Hlb -.036 H3b -.174** Residual 213.102 170 1.245
Teacher Hlc .319** H3c .064 Total 228.349 172
Vicarious:
Athlete H2a .266** H4a .175* Role Model Standardized Τ value Significance
Beta Level
Entertainer H2b .201* H4b .131
Athlete 0.191 2.575 0.011
♦♦Correlation at the0.01 level
is significant
♦ Correlation at the0.05 level
is significant Father -0.191 -2.563 0.011

Thedataindicateno significant between

positiverelationship Formarketplace knowledge, andteacherrolemodels
athletes
mothers'role model influenceand adolescents'level of werefoundto be significant predictors.Athleterolemodels
materialism (r = -.045, p<.553). Thussupport forH3a is not hada standardizedbetacoefficientof. 178,t= 2.349,p<.020.
found.A significant correlation betweenfathers'rolemodel This suggeststhatathleterole modelshave a significant
influence(r = -.174, p<.022) and adolescents'level of positive impact on adolescents' level of marketplace
materialism was found.Howeverthisrelationship occurred in knowledge. Teacherrole modelshad a standardized beta
theoppositedirection thanwhatwas hypothesized. Therefore coefficientof .259 t = 3.423, p<.001. This suggeststhat
H3bisnotsupported. Further,thedataindicatethatthereis no teachershave a significantpositiveimpacton adolescents'
significantpositiverelationship betweenteacherrolemodel levelsofmarketplace knowledge.Theoverallmodelincluding
influenceand adolescentlevels of materialism (r = .064, teacherandathleterolemodelshad a R2 = .130,F = 12.832,
p<.400),thusH3c is also notsupported.H4a is supported by p<.000. Theotherrolemodelswerenotfoundtobe significant
a significantpositive association between adolescent predictorsofmarketplace knowledge inthismodel.
materialism and athleterole model influence(r = .175,
p<.021). The data indicatethatthereis not a significant TABLE 4:
positive association betweenadolescentmaterialismand ANOVA RESULTS FOR MARKETPLACE KNOWLEDGE
entertainerrolemodels(r = .131, p<.085), thussupportfor MARKETPLACE KNOWLEDGE STEPWISE REGRESSION
H4b is not found. In summary, formaterialism, H4a is
while H3a, H3b, H3c and H4b are not. No Sumof df Mean F Significance
supported, value
correlations betweenrace,genderand age, and Squares Square
significant
materialism andmarketplace knowledgelevelswerefound. Regression 23.455 2 11.727 12.832 0.000

To further Residual 157.189 172 .914

explore the relationshipbetweendirectand
vicariousrole models and theirinfluenceon adolescents' Total 180.644 174
marketplaceknowledgeand materialismlevels, stepwise
was utilized.Two regression
regression modelswerecreated
withmaterialismandmarketplace as thedependant Role Model Standardized Τ value Significance
knowledge Beta Level
variables,and mothers,fathers,teachers,athletes and
entertainer
role modelsas the independent variables. The Teacher 0.259 3.423 0.001
independentvariableswereincludedintheregressionanalysis
ina stepwisefashion.Formaterialism, Athlete 0.178 2.349 0.020
athletes
andfather role
modelswerefoundto be significant Athleterole
predictors.
modelshada standardizedbetacoefficientof.191,t = 2.575,

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 MANAGERIAL IMPLICATIONS The statisticalresultsalso indicatethatanothergroupof
adolescentrole models,fathers, play a criticalrole in the
The findingsfromthe presentstudyshow the positive materialistic viewsand attitudes ofyoungadults. However,
influencerole models have on teenagers'marketplace contrary totheproposedrelationship, theresultsindicatethat
knowledge and materialism. As reported earlier inthe paper, fathersactuallyserveas entities reducingmaterialistic views
parents and teachers play important roles as influencers of inteenagers.Earlier, materialism was described as a value to
teens and should be importanttargetsfor marketing marketers becauseitcorresponds witha stronger desireinthe
communication efforts.Specificallyfromtheresults,it is consumer topurchasetheproducts thatorganizations provide
shownthateach directrole modelhas significant influence (MuncyandEastman1998). If,as theresultssuggest, fathers
either on an adolescent's marketplaceknowledge or serve to reduce materialisticviews in young adults,
materialism. communication fromorganizationsdesignedto influence
fathersof adolescentchildren shouldfocuson thevalueand
Initially,the correlations indicatethatboth mothersand utilityof a product, ratherthanon theinner-gratification of
teachersexert positive and significantinfluenceon an acquiringmaterialgoods. It appearsthatan organization
adolescent'smarketplace knowledge.The regression results placinga greater promotional emphasis onthejoy andpleasure
further validatethisrelationship forteachers.Thisimpliesthat a consumer achievesfromtheactualpurchaseortransaction
fororganizations seekingto increasea teenager'sknowledge mightactuallycause fathersto negativelyperceivethat
ofthat organization's product
particular orbrand, mothers and organization's products.As fathers havebeenshowntoserve
teachersareviablecommunication targets.Whileitis often as significant role models for adolescents,emphasizing
assumedthatmothers wouldcommandsignificant attention consumersatisfaction to fathersappears to be the best
fromtheirchildren intermsofconsumption communication, approachto indirectly reachthe covetedadolescenttarget
it is somewhatsurprising thatteachershave such a strong market.
influence on adolescent marketplace knowledge.
Theresults from thepresent studyprovideadditional important
Two organizations have recognizedthatteachersplay an implications formarketing organizations targeting thegrowing
extremely important rolein thedevelopment ofmarketplace teenagemarket. Perhapsthemostsignificant implication isthe
knowledge in adolescents. Chevrolet has instituted an influencerole models suchas athletesand entertainers have on
and
advertising public relationscampaign aimed directly at teenagers'marketplace knowledge. Our results indicate a
providing teachers with greater information and awareness strong positive relationshipbetween vicarious role model
aboutthe generalprocessof buyinga car, and aboutthe influence andteenagers' marketplace knowledge. Rolemodels
specificvehiclesofferedby Chevrolet(Schmuckler 2000). suchas athletes andentertainerscanbe crediblespokespeople
Obviously,Chevrolet has recognizedthatmanyhighschool andprovideimportant information toteensregarding products,
students areintheprocess,orsoonwillbe,ofpurchasing their services,and ideas. Motorolais currently utilizingCarson
firstvehicle. As teachersspendas muchas 8 hoursa day Daly, a veejayfromMTV, to endorseitsnew line of high
instructing anddeveloping teenagestudents, itbecomesquite technologyproductsaimed at teenagers. Motorola is
clearthatteachers havethepotential tosignificantly influence attempting toenhanceteenagers'knowledge ofoneofitsnew
thelucrative adolescenttarget market. products Talkabout with the popular TV personality Daly.
Similarly,Neutrogena has recently recruited actressJennifer
Coca-Colahas also recognized theimportance ofteachersin Love Hewitttohelpthemtarget theteenagemarket.In itsads,
thelivesanddecisionsofteenagers. Coca-Colahasdeveloped Neutrogena is usingtheyoungactressandrolemodelto help
an educationalresourcewebsitedesignedspecificallyfor educateteenagers withtheirskincareandineliminating acne.
teacherswhichtiesspecificCoca-colabrandsintothelesson
plansforsubjectsrequired intheNationalCurriculum (Rosier By utilizingteenagers'role models in theirmarketing
1999). Thewebsite, provided free toteachers at schools which communications, profit-seekingfirms as wellas publicpolicy
sellCoca-Colabrands,is designedto buildbrandawareness, makerscan be veryeffective in influencing teenagers about
drivesales in schools,and increaseloyaltyto theCoca-Cola positiveshoppingbehaviors(i.e., comparing price,quality,
family ofproducts.As teachers utilizethisparticular resource valuewhenshopping; returnproducts ifnotsatisfied, etc.)and
toolintheirinstruction, greatermarketplace knowledge about ininfluencing themaboutpotential marketplace dangerssuch
specificproducts andbrandsis beingtransmitted to students. as drugs,cigarettes, andalcohol. Forexample,Nikehasbeen
Theunderlying implication from boththeChevrolet andCoca- verysuccessfulutilizinggolferTigerWoods to appeal to
Cola examplesis thatorganizations seekingto reachthe youngAfrican-American teenagersinterested in golf. In a
profitable adolescent targetmarket shouldnotignorea group recentTV commercial duringtheSuperBowl,Nikesponsored
ofrolemodelsthatexertsignificant influence onteenagers on an advertisement featuringMichaelJordan.In thead,Jordan
almosta daily basis. Reachingteens throughteachers, attempts totarget teensandtoinstilluponthemtheimportance
therefore, shouldbe a primary for
goal organizations seeking of and
sportsmanship respect for each otherinourlives.
toprofit fromthistarget market.

Fall 2001 33

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Another importantimplication fromourstudyis theinfluence entertainersare not influencing adolescentsto adopt the
vicariousrolemodelshaveon teenagers'materialism. While prestigiouslifestyle often associated with materialism.
many factorscontributeto teens' level of our
materialism, Although a concreteexplanation for thisunexpected resultis
the
studysuggests positive influence athleteshave on this notpossible,theunderlying implication from thisresultmight
socializationoutcome. Our findingsindicatea significant be based on theexorbitant amountof moneybeingpaid to
positiverelationshipbetweenathlete rolemodelinfluence and professional today.Whilenoonewouldarguethattop
athletes
teenagers' materialism. Teenagers with higherlevels of todayareunderpaid,
entertainers itis possiblethattheaffluent
materialism tendto be moresocial,communicate morewith andsophisticatedrolemodelacceptableto adolescents today
peers,and watchmoreTV. Therefore, marketingmanagers is theprofessionalathlete.In otherwords,theprofessional
targeting teensshouldnotbe hesitantin utilizingathletesin areseenas therolemodelsowningthenicesthomes,
athletes
theirtelevisioncommercials orontheirwebsites.Asidefrom mostexpensivecars,andothergoodsthatareoftenconsidered
Nike, firms such as Pepsi (Shaquille O'Neal), Gatorade goals of the present-day
the materialistic adolescent. For
(Michael Jordan), Wheaties (Tiger Woods), Sprite(Grant consumerproductorganizations, thisimpliesthatalthough
Hill), and Adidas (Kobe Bryant)have used teenagerrole entertainers remain positive influenceson adolescent
models in theirTV advertisements. Marketingmanagers marketplace knowledge,theylack the abilityto influence
should realize that teenagersare greatlyinfluencedby adolescentsto purchasesimplyforthesakeofacquisition.
reference groupinfluenceand an athletewho actsas a role
modeltothemcanbe a veryeffective spokesperson. In today'smedia-orientedenvironment, marketing managers
must constantlysearch for the best way to spend their
Finally,theresultsillustrate as vicariousrole
thatentertainers, marketing dollars.Forcompaniestargeting teenagers,direct
models, have no significantinfluence on adolescent and vicariousrole models can be effectivein providing
materialism. viewsareoftenassociatedwiththe
Materialistic marketplaceknowledgeand in buildingreferencegroup
purchaseand acquisitionof name-brand merchandise, high- influence. firms
Profit-seeking as wellas publicpolicymakers
or
pricedgoods, recognizableproducts (Samuelson 2000). teensshouldconsidertheimportance
targeting ofbothdirect
Wordssuch as "sophistication" and "affluence"are often andvicariousrolemodelswhenattempting tomakestrides into
utilizedin conjunction withname-brand productpromotions thisveryimportant market.
target
(Christopher andSchlenker 2000). Drawingontheoutcomes
fromthepresent that
study,itappears,surprisingly,

Appendix
MeasurementofScales
FavoriteEntertainer)
Teacher,FavoriteAthlete,
Role modelinfluence(Mother,Father,

My(Insertrolemodel) :

(1) Providesa goodmodelformeto follow;

(2) Leads byexample;
(3) Setsa positiveexampleforothersto follow;
(4) or
ExhibitsthekindofworkethicandbehaviorthatI tryto imitate;
(5) Actsas a rolemodelforme.

Materialism

(1) It is importantto meto havereallynicethings.

(2) I wouldliketo be richenoughto buyanything I want.
(3) I'd be happierifI couldaffordto buymorethings.
(4) It sometimes bothers to buyall thethingsI want.
me quitea bitthatI can'tafford
(5) It's reallytruethatmoneycanbuyhappiness.

MarketplaceKnowledge

(1) I am a knowledgeableconsumer.
(2) I knowa lotaboutdifferent
typesofstores.
(3) aboutwhatis a reasonablepriceto payforsomething.
I am usuallywell-informed

34 JournalofMarketing
THEORY AND PRACTICE

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Author Biography

ofMemphis.He haspublishedinnumerous
attheUniversity
Paul W. Clarkis a doctoralstudent and
international
nationalproceedings suchas theAcademyofMarketing lie inadvertising,
researchinterests
Science.His current media,
andcommunications.

AUTHOR BIOGRAPHY

ofMemphis)is assistant
CraigA. Martin(Ph.D.,University ofmarketing
professor at Western Kentucky University.
JournalofConsumer
His researchhasbeenpublishedintheJournalofAdvertising, Marketing, andnumerous national
includeconsumer
researchinterests
andregionalproceedings.His current socialization, sellingandsales
relational
management, andsportsmarketing.

AUTHOR BIOGRAPHY

AlanJ.Bush(PhD, LouisianaStateUniversity) ofmarketing

is professor ofMemphis.His research
attheUniversity
includeconsumer
interests socialization
ofteenagersandyoungadults,servicemarketing,andsalesforceresearch.He
hisresearchinpreviousissuesoftheJournalofMarketing
has published TheoryandPractice,as wellas intheJournal
ofMarketing Research,JournaloftheAcademyofMarketing Research,Journalof
Science,JournalofAdvertising
BusinessResearch,JournalofAdvertising,JournalofRetailing,Journal of Selling Sales Management,
Personal & and
others

36 THEORY AND PRACTICE

JournalofMarketing

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