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Unformatted text preview: 1) Chapter 14-age and consumer Identity a) Age and consumer Identity i) Age relates to consumer identity by the subcultures formed around age groups and generations (1) Hippies b) Age Cohort i) A group of people of similar ages who share similar experiences (1) They share memories about similar cultural heroes c) Generational Categories i) The way marketers group people based on the span of years in which they were born (1) Baby boomers, generation x, y, z, etc. d) Nostalgia i) A feeling of longing for the way things used to be (1) Marketers employ this tactic in advertising by making people feel that their product will take them back to earlier times e) Multigenerational marketing strategy i) When marketers use tactics that appeal to more than one generation of consumers (1) Older consumers can still be advertised to as if they are young, but younger consumers do not like to be talked down to by mature advertising f) Youth market i) Descriptors (1) Can be described by a need for uniform consumption (a) Very self-conscious about the way they are viewed...
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- Spring '11
- Marketing, Consumer Identity