Young Consumers最新文献

{"title":"Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers","authors":"Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail, Juke Sjukriana","doi":"10.1108/yc-08-2023-1835","DOIUrl":"https://doi.org/10.1108/yc-08-2023-1835","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The sample comprised Malaysian Gen Z individuals (<em>n</em> = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"155 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139911177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Practice theory approach to Gen Z’s sustainable clothing consumption in Finland","authors":"Olga Gurova","doi":"10.1108/yc-06-2023-1765","DOIUrl":"https://doi.org/10.1108/yc-06-2023-1765","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"206 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139759543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gen Z buying patterns: comparing the influence of professional advising and social media engagement","authors":"Michael Stoica, Thomas M. Hickman","doi":"10.1108/yc-09-2023-1871","DOIUrl":"https://doi.org/10.1108/yc-09-2023-1871","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"392 1 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139579181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan","authors":"Summer Dahyang Jung, Sahej Claire, Sohyeong Kim","doi":"10.1108/yc-10-2022-1623","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1623","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"166 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139578945","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity","authors":"Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong Hoang","doi":"10.1108/yc-06-2023-1759","DOIUrl":"https://doi.org/10.1108/yc-06-2023-1759","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"52 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139459214","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan","authors":"Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham","doi":"10.1108/yc-08-2023-1844","DOIUrl":"https://doi.org/10.1108/yc-08-2023-1844","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.\u0000\u0000\u0000Design/methodology/approach\u0000Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.\u0000\u0000\u0000Findings\u0000The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.\u0000\u0000\u0000Originality/value\u0000This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"109 8","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139444564","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Investigating alternative avenues for financial behaviour change: moving beyond the traditional approach","authors":"Andrea Lučić, Marija Uzelac","doi":"10.1108/yc-05-2023-1748","DOIUrl":"https://doi.org/10.1108/yc-05-2023-1748","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour theoretical framework of behavioural change.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study included 45, semi-structured, in-depth interviews of young adults to explore which elements of financial behaviour formation should interventions target to be effective.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>To strengthen capability, the study recommends behavioural education and training for boosting financial knowledge and skills, enablement of financial independence and modelling for empowering self-control and reducing impulsiveness. To boost motivation, gamification of modelling is advised for boosting responsible financial behaviour as part of the identity and inducing consideration of future consequences. Persuasion is advised for inducing positive emotions while incentivization and coercion are advised for empowering self-conscious intentions. To rise opportunity, the study proposes incentivization and coercion imposed by parents, and governmental efforts regarding restriction, enablement and environmental restructuring.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study brings recommendations for developing efficient interventions for strengthening responsible financial behaviour that may help design type-specific education programmes to promote responsible financial behaviour.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The present study attempts to explore new venues in intervention design that break away from the traditional approach of financial education focused on knowledge and skills that is proven to be ineffective</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"28 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139373845","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Do millennials’ personalities and smartphone use result in materialism? The mediating role of addiction","authors":"Christine Nya-Ling Tan","doi":"10.1108/yc-07-2023-1809","DOIUrl":"https://doi.org/10.1108/yc-07-2023-1809","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to use the five-factor model’s (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the need for arousal to explain millennials’ habitual and addictive smartphone use and resultant materialistic inclinations. The study also test the mediating role of addictive use in the relationship between habitual use and materialism.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Participants’ self-reported data (<em>n</em> = 705) from a sample of millennials were gathered using a cross-sectional survey approach conducted in Malaysia and studied using structural equation modelling with partial least squares (PLS-SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results discover that emotional instability, openness to experience, agreeableness and need for arousal have a significant influence on habitual smartphone use. Conversely, introversion and conscientiousness have no significant impact on habitual use. Fascinatingly, millennials’ habitual use positively influences their materialism. Furthermore, addictive smartphone use positively affects materialism and mediates the relationship between habitual use and materialism.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The FFM, a prominent personality trait model, has been used in numerous studies to predict usage intention. However, the particular dimension of the FFM personality traits that drive habitual and addictive smartphone use to trigger materialistic tendencies among millennials needs to be exposed in an emerging market context. The results emphasise the need to consider this demographic’s personalities when attempting to comprehend how habitual use and materialism occur. This study also provides practitioners with helpful information in creating targeted interventions to encourage healthy smartphone use behaviours and reduce possible adverse effects related to addictive smartphone use and materialistic attitudes.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"22 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139068476","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising","authors":"Fei Fan, Lin Fu, Qinghua Jiang","doi":"10.1108/yc-08-2023-1811","DOIUrl":"https://doi.org/10.1108/yc-08-2023-1811","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.\u0000\u0000\u0000Design/methodology/approach\u0000An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.\u0000\u0000\u0000Findings\u0000Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.\u0000\u0000\u0000Practical implications\u0000First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"86 14","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138600378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence","authors":"Kara Chan","doi":"10.1108/yc-12-2022-1647","DOIUrl":"https://doi.org/10.1108/yc-12-2022-1647","url":null,"abstract":"Purpose The purpose of this paper is to explore the marketing opportunities for after-school educational services in the Chinese context by examining children’s perceptions of intelligence using visual methodology. Design/methodology/approach Altogether 30 Chinese children aged 9–12 studying in grades four to six were asked to draw what comes to mind for two statements: “This is an intelligent child” and “This is a child of average intelligence.” After doing the drawings, the children were interviewed face-to-face to answer questions about the personalities and social relationships of the children depicted in the two drawings that they had produced. Findings A child described as intelligent was imagined wearing glasses, studying hard and obtaining excellent academic results. A child described as of average intelligence was imagined as having many friends, playing a lot and experiencing tension with parents over studies. Participants had a restrictive view of intelligence and associated intelligence with academic success. They endorsed both a growth mindset and a fixed mindset of intelligence. On the one hand, they endorsed a growth mindset of intelligence as they associated intelligence with personal efforts and practices. On the other hand, participants endorsed a fixed mindset of intelligence as they tended to avoid challenges and appeared to be threatened by the success of others. Participants imagined that an intelligent child would experience poor relationships with friends. Research limitations/implications The findings were based on a nonprobability small sample. The study did not investigate the socialization process of such perceptions. Practical implications Educational services and nonschool activity service providers can position themselves as agents to help students develop meta-analytical skills in embracing challenging tasks. Marketers can develop courses and learning materials that teach children different learning strategies. They can use incentives to encourage persistence and resilience in meeting challenges. This study uncovered the emotional and social needs of intelligent children. A new market segment was identified that targets children with high intelligence. Educational service providers can design curricula and activities to support high-performing children in developing empathy and good communication skills. Educators can assist those who perform well academically to nurture genuine friendships and improve social relations with peers. Social implications The prevalence of the private tutoring industry in the Chinese context may introduce educational disparity, as families with low resources will not be able to afford these services. Nonprofit organizations can provide similar educational services at a low cost to bridge the gap. The narrow view of intelligence expressed by participants, and their lack of awareness of the wide range of types of intelligence, indicates that education service providers can develop the con","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"62 22","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135092275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}