Teen Consumer Patterns in China and Canada

A new study led by Marketing professor Michel Laroche and colleagues has found that most Canadian teenagers are expected to make their own decisions, while Chinese adolescents are still heavily influenced by their parents. As such, while marketing can be effective in reaching North American teens, it may be more profitable, in Eastern cultures, to influence parents, who would in turn influence their adolescents. Coverage appears in MediLexicon, First Science News, PhysOrg.com and Innovations Report.