Adolescents’ Personal and Interpersonal Schemata as to Milk Consumption: A Social Identity- Peer Crowd Approach

Document Type : Research Paper

Authors

1 Faculty of Humanities, University of Guilan, Rasht, Iran

2 Faculty of Humanities, Islamic Azad University Najadf-Abad Branch, Najaf-Abad, Iran

10.22034/cbsj.2023.62912

Abstract

Relying on social identity theory and peer groups approach, current research qualitatively investigates adolescents’ personal and interpersonal schemata as to milk consumption. Semi-structured interviews have been conducted with 150 girls and 100 boys aged 13-18. The themes extracted from content analysis of interviews demonstrated that the personal image of milk consumption is prevention-oriented (vs. promotion-oriented) and in part conforms with nutritional guidelines. However, the social image of milk consumption dictated by peer crowds is negative. Adolescents shun mike while spending time with their friends in order to avoid social exclusion and bullying. In addition, the results revealed that product quality (including taste and smell) plays an important role in adolescents’ intention to consume milk. Deficits with milk sensory characteristics is one of the main factors blocking adolescents interest in drinking milk. The findings set the ground for proposing a number of social marketing plans. First, in order to be effective, advertising appeals targeting adolescents should point to near, hedonic and socially-valued rewards. Individuals hired for modelling in the advertisements need to be ‘cool’ and ‘classy’, whose image can conform to higher class peer image and hence nurture the tendency to achieve social distinction in adolescents. Second, wider consumption situations need to be defined either through developing new milk-based products or redefining milk consumption situations. Finally, considering the current low-class image of milk consumption in peers’ schemata, public social skill trainings concerning peers’ rejection and bulling due to milk consumption need to be offered in schools as well as broadcasting media.

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Main Subjects

References

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Consumer Behavior Studies Journal
Volume 10, Issue 4 - Serial Number 1
February 2024
Pages 27-49

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