August 3, 2001 UNT Inhouse publication: UNT survey asks teens why so many shoplift

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UNT survey asks teens why so many shoplift

Every year retailers lose more than $10 billion to shoplifters. According to a national study conducted by Chain Store Age Executive, a retail industry publication, 38 percent of the culprits are teen-agers.

That is a disturbing figure, says Judith Forney, dean of UNT's School of Merchandising and Hospitality Management, since teens only make up 10 percent of the population.

In an attempt to understand teen shoplifting motives, Forney and Christy Crutsinger, associate professor of merchandising, interviewed a group of first-time teen and pre-teen offenders, ages 11 to 17. Because they surveyed juveniles, the researchers could not ask incriminating questions about unlawful activities. Instead the offenders were asked why they believe teens shoplift.

Most members of the survey group were referred to juvenile court for shoplifting offenses and were participating in a diversion program along with their parents.

The researchers investigated clothing theft because branded apparel is a favorite item of juvenile shoplifters. Forney says during teen years, adolescents attach high importance to clothing approved by their friends. This pressure to fit in may contribute to why teens shoplift.

Retail stores are the most frequent targets because they're often understaffed, have easy-access displays and offer self-service merchandising.

Although culprits are generally males between the ages of 15 and 17, the interviewed teens didn't think age and gender play a part in who will shoplift.

However, Forney and Crutsinger determined that parents might influence a youngster's inclination to shoplift. The interviewed teen-agers indicated that their peers shoplift clothing according to how involved their parents are in their clothing decisions.

Those whose parents were not involved in their clothes shopping believe their peers shoplifted because of too many parental and other restrictions. In this situation, teens are acting out against authority or control. Those whose parents take an active role in their clothing purchases believe teens shoplifted for the thrill of the experience or because friends do it.

Forney believes the overall solution may be more parental involvement. She says by becoming more involved in teens' day-to-day activities, such as purchasing clothing, parents can provide positive experiences that help teens better understand why restrictions are placed on some products. Although some parents may already be involved, peer-driven motives might be reduced as parents focus on helping their teen develop a positive self-identity.

Retailers could help combat teen shoplifting by promoting shopping as a family activity, the UNT researchers say.

"With an increased emphasis on entertainment in retail settings, shopping is quickly becoming an important form of family entertainment. Retailers might offer family-oriented events focused on teen activities (for example, prom, back-to-school, athletics) that will bring families into the store for shopping fun," Forney explains.