Gender as a Moderator of Role Model Influence and Adolescents’ Consumer-Related Behavioral Intentions

The study explores gender as a moderator of the relationship between the influence of various role models and adolescents’ consumer-related behavioral intentions. A quantitative survey of 175 adolescents was conducted measuring role model influence and behavioral intentions. The LISREL model showed that gender was a significant moderator of the relationship and indicated that mothers and entertainers had a more positive impact on adolescent females’ behavioral intentions while fathers had a negative influence. Fathers and teachers had a more positive influence on adolescent males’ behavioral intentions. By better understanding gender differences among adolescents, marketers can develop more meaningful marketing communications programs to appeal to and motivate an adolescent target audience.