Marketing To Teens: Forget the Cool Kids, Target The Bullies


New research indicates that teenage ridicule affects the behavior of teenage consumers.

Wooten explores a period in our lives that we would perhaps rather forget and finds that ridicule, while potentially traumatic, also serves an important function in the formation of value systems and consumer socialization. Kids learn from ridicule what brands, styles, and stores to avoid if they want acceptance, and these pressures play a major role in thefts and violence by teens who covet expensive symbols of belonging but cannot afford to buy them, explains Wooten.

I don't think this is news to anyone that has ever been a teenager, but I don't think the purpose of the research was to learn anything as much as to garner support for school uniforms. Either way, I wouldn't be surprised to see some guru launch a book called "Branding By Bully: How To Use Teenagers To Ridicule Your Competitors and Win Market Share Among This Lucrative Niche."

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  • Rob,

    That book title is too good to go to waste! I’ll look forward to your first edition.


  • I read this book.. its called the Microsoft Way. :)