Impulsive and Self-Conscious: Adolescents' Vulnerability to Advertising and Promotion

In this article, the authors review basic research on adolescent development in neuroscience, psychology, and marketing. The findings indicate that adolescents are more impulsive and self-conscious than adults. In addition, the adolescent brain's plasticity makes it more vulnerable to harm. Thus, there is emerging justification for restricting adolescents' exposure to advertising and promotions for high-risk, addictive products, especially if impulsive behaviors or image benefits are depicted.