Neurodevelopmental Theories of Adolescent Decision Making: Overview and Implications for Consumer Behavior

Elizabeth Beard, Vinod Venkatraman and Jason Chein

Journal of the Association for Consumer Research, 2024, vol. 9, issue 2, 131 - 142

Abstract: Adolescence represents a unique period of the lifespan, characterized by heightened susceptibility to social feedback and increased autonomy in a wide range of choice behaviors, including those relating to consumer decisions and buying preferences. These adolescent behaviors arise in part as the result of substantial change in the structure and function of the brain that occurs during this crucial developmental period. Over the last two decades, the field of developmental cognitive neuroscience has examined the role of brain development in adolescent behavior. This article considers the key processes that undergird adolescent decision making and how they are differentially emphasized in alternative neurodevelopmental theories. We explore common themes and important distinctions across theories—and the implications for utilizing these frameworks—to inform the field of adolescent consumer behavior.

Date: 2024
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