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Ethics During Adolescence: A Social Networks Perspective

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Abstract

Marketing research on adolescents’ ethical predispositions (EP) and risky behaviors (RB) has focused primarily on individual difference variables. The present study, in contrast, examines the social network positions that an adolescent occupies within a group. A survey of 984 adolescents demonstrates that EP and RB stem from a balance between assimilation (i.e., centralities within the peer network) and individuation (i.e., need for uniqueness). In particular, we show that adolescents with close first-degree relationships within a specific peer group (measured by high degree centrality) and/or high need for uniqueness have lower EP and engage in more RB, while adolescents that are more central to the entire network (measured by high closeness centrality) have higher EP. The theoretic and practical implications of these findings are discussed.

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Notes

  1. Avoidance of similarity characterizes consumers who tend to choose products and brands which avoid similarity to the larger group by pursuing a “minority choice” that is considered as “acceptable” or “good”. Creative choice counterconformity characterizes consumers who tend to choose products and brands which are “acceptable” yet original, novel or unique from choices made by others. Unpopular choice counterconformity characterizes consumers who make a product selection that is considered “unacceptable” and thus rarely chosen by others. Creative choice counterconformity and Unpopular choice counterconformity are the two strongest dimensions and may entail an undue risk of social disapproval for adolescents (Gentina et al. 2013). Pretests revealed low variances on these two dimensions because adolescents generally place a high value on their peers’ social approval.

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Authors and Affiliations

  1. Skema Business School, Université de Lille - MERCUR Research Center, Avenue Willy Brandt, Euralille, 59777, Lille, France

    Elodie Gentina

  2. Milgard School of Business, University of Washington Tacoma, 1900 Commerce Street, Tacoma, WA, 98402, USA

    Gregory M. Rose

  3. Phil B. Hardin Professor of Marketing and Chair of the Department of Marketing, School of Business Administration, University of Mississippi, 253 Holman Hall, University, MS, 38677, USA

    Scott J. Vitell

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  1. Elodie Gentina
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  2. Gregory M. Rose
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  3. Scott J. Vitell
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Table 3 Measurement scales (n2 = 769)
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Gentina, E., Rose, G.M. & Vitell, S.J. Ethics During Adolescence: A Social Networks Perspective. J Bus Ethics 138, 185–197 (2016). https://doi.org/10.1007/s10551-015-2577-5

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