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CHILDREN AND TEENAGERS
When talking about children and teenagers, there is a strong and significant link between materialism and self-esteem. In this period self-esteem is very low which means that they are more materialistics and use possesions to fill their gaps.
Children and teenagers with low self-esteem do not expect to perform well and try to avoid embarrassment and rejection. As a result, they are more aware of the “must have” given that not wearing the right brand arouses emotions such as anger, shame and stress (Marshall, 2010)
They strongly believe that brand trainers will make them feel better. As Elliot & Leonard (2004) pointed out, children see brand trainers, specially Nike, not only cool but also powerful enough to make them run faster.
Trainers are regarded as a way of self-expression. Tweens and teenagers use brands in order to express who they are given that brands are symbols for an identity. Using brands allow them to defining themselves as cool, trendy rebellious and popular.
The relationship with others is also important for the construction of the self. When children and teenagers feel bad about themselves, they believe that the latest cool trainers will improve their social status and make them feel better. As one interviewee said “ brand trainers make you popular”.
This is also shown in the result of my primary research as for example Person 9 says
To evaluate how students perceive the influence of reference groups, the interview contains this question:
All in all the students have the same opinion: The drinking habits of students are strongly influenced by the behavior of friends. Person 2 and 3 describe the influence of friends, in this case the reference group, as a kind of peer pressure and they as...
... middle of paper ...
... like Nike in the 90´s using sweatshops” (interviewee ¿??)
Moreover, if we do a research in functionallity, the interviewees believe that trainer´s quality depends on the brand, with some of them affirming that Nike usually has good quality. However, they are reluctant to say that brand name trainers have always more quality. As a matter of fact, some of them believes that “people are paying more for the name than for the quality”.
It seems that there are trainers with more quality but when people go shopping, the majority buy brand name trainers despite the fact that the quality seems to be not much higher.
Trainers are on the streets, on the gym, they are everywhere.
Nowadays, trainers are an essential fashion accesory.
The reason is that people regard these slogans as powerful and able to motivate consumers “you feel stronger” (entrevistado ?????????)