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Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR

Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR. by YANTI B. SUGARDA. TEEN BEHAVIOR. TEEN YEARS = The AGE FOR BIG CHANGES :. Physical Psychological Social. KEY TASK OF TEENS : ACHIEVING IDENTITY. Who am I ?

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Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR

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  1. Kuliah X DEVELOPMENTAL PSYCHOLOGY: UNDERSTANDING TEEN BEHAVIOR by YANTI B. SUGARDA

  2. TEEN BEHAVIOR TEEN YEARS = The AGE FOR BIG CHANGES : • Physical • Psychological • Social

  3. KEY TASK OF TEENS : ACHIEVING IDENTITY • Who am I ? • Trying to get a clear sense of what one’s skills and personal attributes are, to discover where one is headed in life. • Failing to achieve identity means : • Confusion over what roles to play • Delay commitment to adult roles --> psychosocial moratorium : • Information gathering (+) • Rebellion, opposite of what others expect (-)

  4. Social Development • Family relationships • Peer relationships • Heterosexual relationship and sexuality ADJUSTMENT PROBLEMS • Uncertainties • Conflicts • Loneliness • Vulnerability • Need for attention and affection

  5. Kebiasaan Hari sekolah Bangun Pagi 5.30 Tidur 10.30 Hari libur Bangun pagi 6.30 Tidur 11.30 ke atas Kerja/Sekolah/Kegiatan Nonton TV Baca Ngobrol Dengar Musik Pengajian Mall Internet

  6. TEENS AND SPENDING Clothes 0-5 times a month Tshirt Pants 1-4 times a year  Jeans Shoes 1-4 times a year  Sport Wrist watch max 1 time a year  sporty and bright Cosmetics frequent, according to need  brand loyal? Eat/food/drinks  biggest portion of allowance spent (72%) Fast food Soft drinks Favorite fast food McDonald 68% KCF 52% Pizza Hut 40% Texas Fried Chicken 29% CFC 27% Favorite soft drinks Coca Cola 88%

  7. TEENS AND FASHION Fashion is an important part in the life of a teen Jakarta teens Very quick to adopt new trends from abroad  Europe or US.  a matter of days, or at the most, a month to reach Jakarta teens Source of instant influence Television Internet Magazine What is worn by world celebrities Example : Flower brooch  Winona Ryder Britney Spears Jennifer Lopez Boutique garments Orientation  Japan, Hongkong, Korea  change every 3 months US and Europe  monotonous and not funky  Not a matter of brand • Even among AB s.e.c with pocket money of Rp. 500.000 (outside books & transport • Quantity of purchases, better than brand (easily bored) • Branded products have image of older adults

  8. Teens and Garment 2 places to buy fashion garments : Melawai Plaza Mangga Dua  Even AB classes driving BMW’s • Teens are currently more independent and selective. • Not always follow complete fashion trend but sometimes only partial (belt, bandeaux, pants, etc)

  9. TEENS AND MUSIC Contemporary Hits Lagu-lagu baru yang sedang hits  tidak membatasi diri pada jenis musik Dalam dan Luar Negeri 90% lagu baru 10% lagu lama Favorite Music Pop Music  Indonesian 59% Western 47% Favorite Music Program MTV Indonesian 45% MTV Asia 37%

  10. TEENS AND RADIO Radio : Cater to teen subculture Reflect : - Shallowness - Childishness - Dynamism - Trendy Place for “Curhat” DJ or Penyiar  - trend setter - “friend” - style of teen language “Bahasa Gaul”  - mixture of Indonesian and English Talk show  - great variety of topics - light topics Live, interactive

  11. Intensitas Menonton TV PENONTON BERAT PENONTON RINGAN Makin jarang nonton Makin tua Makin kecil Ibu Rumah Tangga Pra Remaja – Remaja Dewasa Muda Anak Pra Dewasa

  12. Sifat Penonton 1. Mencari Acara  utama Stasiun TV  mendukung 2. Mengidentifikasikan stasiun TV dan programnya.  Sering rancu • 3. Mengganti channel • Bila ada iklan • Bila ada bagian dari program yang kurang menarik

  13. Pola Ganti Channel Yang ganti-ganti channel : > 80% Faktor : “pull” and “push” Cari-cari program bagus hindari iklan pull push pull & push Ketuntasan menonton • Tetap menonton 1 program hingga selesai : 61% • Tidak sampai selesai : 39%

  14. Program Dan Profil Khalayak LAKI – PEREMPUAN Remaja & dewasa MUSIK SINETRON Lebih banyak wanita LAKI – PEREMPUAN Dewasa (> 21 tahun) KUIS OLAH RAGA Lebih banyak pria TELENOVELA Jauh lebih banyak wanita

  15. TEENS AND FILM Highest Ratings • Sinetron, serial film, drama • Mistery • Action Sinetron and serial films : Life of young people : - relationship with parents - school matters - love matters 68 hours a week in front of TV (according to Kompas) Favorite Media TV 80%

  16. Media Alternatif Ibu Rumah Tangga Anak • Tabloid • Majalah • Radio • Koran • Komik • Majalah Anak • Playstation Pria Dewasa Pria Remaja-Remaja • Koran • Radio • Majalah • Internet • Tabloid Dewasa Muda • Radio • Majalah • Internet • Koran • Tabloid

  17. Media Habits Teenger (12-18 year) Male Female % % Heavy TV viewing 55 63 Heavy Radio listening 36 43 Heavy News Paper reading 24 28 Heavy Tabloid 7 10 Heavy Magazine 10 14

  18. TEENS AND SOCIAL LIFE • Hours spent at malls or plazas • Gather at certain streets : • Bulungan • Mahakam • Lamandau • High mobility  run in “gangs” or “groups” • High solidarity  sharing and giving positively and • negatively • Teen fluence  high, because of group behavior • and group belongingness • Maturity leads to dispersion of groups

  19. TEENS AND SEX One of the strongest drives : Male – Female relationship and attraction  Dating – (Pacaran) Teens experiences problems concerning this aspect : - communication : 30% - love : 25% - affairs : 4% - others : * broken heart * violence * marriage preparation * third party conflict, etc 48%

  20. 20 years ago approve of free sex = < 10% 10 years ago approve of free sex = > 10% 5 years ago approve of free sex = 17 % Unplanned sex = 45% Planned sex = 20,4%

  21. TEENS AND SMOKING White cigarette 48% Kretek Filter 37% Favorite brand Sampoerna Mild 44%

  22. CONCLUSIONS 1. Faster response and orientation to change adoption of new lifestyles new trends new products 2. Word-of-mouth medium 3. Externalization: Pulling factor Pushing factor (freedom, empowerment, puberty, dynamic) 4. Influence of tradition changed by influence of media 5. More knowledgeable consumers - selective - more taste

  23. 6. More purchases: - clothes - cosmetics - travel - eating - socializing Café music 7. More technology - oriented culture - Target for high tech marketing communication - Sensory creativity, sensory technology 8. Cyber consumers 9. Less authoritative (legacy of 60’s and 70’s family/ed. System) more participative consumer

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