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Sexting & why Teens do it

So what does latest research tell us about 'sexting'? That 1 in 4 teenagers do it, and they sext despite parental monitoring plus the risk of getting a bad name or being blackmailed.

Behavioral influences emanate from the socio-cultural environment. The reference groups that populate and influence behavior shift over time. Meaning a normative reference group like the family for a child, gets pushed aside as an influencer of behavior once the child reaches his/her teen years. Its friends and peers who take over from the family as influencers. That is when sexting starts. The disregard of risks of sexting may partly be physiological. Hitting puberty brings in its wake social and emotional changes. Teens look to greater independence, enhanced social contact with friends and peers, and in rash ways.

Sexting pops up both as an indulgent act of risk-filled independence, and an enabler of sexualized social contact. Its now wonder then teens take to it.

Understanding shifting reference group influence is critical for marketers. The right message bearers to consumers can be chosen only if marketers spot who the relevant reference group is. If marketers intend to talk to me, its important they know I can't stand dimwits/liberals. Now that rule doesn't hold good for sexting teens. Marketers probably need a twerking Miley to get to them.

Ugghh! 

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