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Brand in hand? a contextualised account of adolescents' mobile phone consupmtion

Grant, I. and O'Donohoe, S. (2007) Brand in hand? a contextualised account of adolescents' mobile phone consupmtion. Advances in Consumer Research, 34. pp. 280-285. ISSN 0098-9258

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Abstract

This paper contributes to the movement away from the "solitary subject", offering a conceptualized account of adolescent experiences of mobile phones. It reports on discussions with sixteen small groups, informed by phenomenological principles. The antipathy towards commercial applications suggest that the technology brings marketers no closer to this elusive market. This is attributed to the roles it plays in the social lives of adolescents: to include and exclude, to organise, experience, re-live and redefine everyday expereiences. Young people's relationships with practioners were more akin to the elusive "sand in the hand" than the hoped for "brand in the hand"

Item type: Article
ID code: 9792
Keywords: mobile phone, adolescent, social, social engineering, social facilitation, social reconstruction, social screening, Marketing. Distribution of products, Economics and Econometrics, Applied Psychology, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Strathprints Administrator
Date Deposited: 15 Mar 2010 12:49
Last modified: 04 Sep 2014 20:52
URI: http://strathprints.strath.ac.uk/id/eprint/9792

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