Social influence of siblings and friends in generation Y's development of risk preferences
Master Thesis
2014
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University of Cape Town
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Abstract
Social influence can impact various characteristic of individual, including their beliefs, attitude and ultimately their behaviour. Social Marketing is an activity primarily concerned with identifying and modifying socially undesirable behaviours in a given population group. Adolescents typically receive the greatest amount of attention as they are highly prone to engaging in risky behaviour such as binge drinking, smoking and other dangerous activities.
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Includes bibliographical refernces.
Reference:
Montandon, A. 2014. Social influence of siblings and friends in generation Y's development of risk preferences. University of Cape Town.