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November 11, 2005
By: TOM BRANNA
Editor
The concept of popularity when marketing to teens can be risky, according to The Geppetto Group, New York, NY and LightspeedResearch.com, Basking Ridge, NJ. Research revealed girls who would be considered popular are happier with their looks, are involved in more exciting activities and are more confident, but do not view popularity positively. Other results showed popular girls also engage in more high-risk behaviors, such as overspending, parties with alcohol and shoplifting. Popular girls also share many of the same insecurities as others and feel added pressure to maintain popularity. They prefer to blend in. “What we learned from this study is that touting popularity can be a risky marking construct,” said said Geppetto chief executive officer Julie Halpin. “It can make a brand appear exclusionary to those who don’t consider themselves popular. It can also raise anxiety levels, given the stress reported by those who believe themselves to be popular.” More info: www.lightspeedresearch.com.
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