Adolescents' consumer socialisation of over-the-counter medicines: a proposed model and some preliminary findings

Abstract

There has been a considerable amount of research on consumer socialisation over the past three decades. However, the marketing literature has not yet looked at adolescents as consumers of over-the-counter (OTC) medicines, despite the frequency and the potential problems of product usage in this market segment. This paper proposes a model to specifically address how adolescents learn to become consumers of OTC medicines and presents preliminary findings.