[gotrecruit]

some possible theories: -teenagers may have less disposable incomes, but they are far less rational and discerning in their purchases. they make purchases much more based on emotion and trends, rather than utility or value. yes, i also have more money at 25 than 18, but at 25 my purchase decision is informed by different reasons because i'm making my own money now so i need to be smarter about how i spend it. -teenagers are at the brink of adulthood. if you can successfully get someone in that age to buy in, there's a good chance they will remain loyal to your brand. e.g mcdonalds marketing happy meals to kids to encourage them to continue "lovin it" as adults. -teenagers are far more "hivemind", so if something catches on with a popular group, aka the thoughtleaders or trendsetters, the marketing effect cascades across the entire landscape very quickly.