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"The secret science of shopping..." - Editorial
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The secret science of shopping: Why we buy what we do

Mind who you shop with: your friends and neighbors influence what you buy

As early as 8 years old, when we enter the so-called ‘tween’ period, our friends start influencing what we buy. One study from the Journal of Consumer Behavior found that when children hit their tween years (defined as 8-12 years old in this study), they start replacing their family’s opinions on purchases with what their friends think. They also start judging different brands around this age, and “make inferences about peers based on their consumption choices”.

Children at this age are starting to see even simple products as “material symbols of identity”, and thus place more importance on purchasing choices. In practice, this might look like 10-year-olds complaining about buying budget cereal or clothes without obvious brand names.

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