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Keywords: Emerging adulthood
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (1): 18–39.
Published: 11 October 2022
...Zhen Li; Soochan Choi; Jeffrey Yi-Lin Forrest Purpose The purpose of this paper is to examine the effect of peer pressure on joint consumption decisions among emerging adults. Building on prospect theory and characteristics of emerging adulthood, the authors propose that influence from peers (i.e...
