Solomon Ch - 15 Revised

Solomon Ch - 15 Revised - Chapter 15 Age Subcultures By...

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15 - 1 Chapter 15 Age Subcultures By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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15 - 2 Age and Consumer Identity Age Cohort: Consists of people of similar ages who have undergone similar experiences. The Teen Market: Gen Y Like Totally Rules: Generation Y: Those born between 1977 and 1994 Teen Values, Conflicts, and Desires: Autonomy vs. Belonging Rebellion vs. Conformity Idealism vs. Pragmatism Narcissism vs. Intimacy
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15 - 3 Household Income by Age Figure 15.1
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15 - 4 This ad for Prestige car stereos states, “Research shows excessively loud car stereos are the number one annoyance to people over 40. Whatever.” What is the apparent strategy with this ad? Who is the target audience? Discussion Question
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15 - 5 Appealing to the Youth Market Tweens: Children aged 8 to 14 Speaking to Teens in Their Language: Rule 1: Don’t Talk Down Rule 2: Don’t Try to be What You’re Not. Stay True to Your Brand Image. Rule 3: Entertain Them. Make it Interactive and Keep the Sell Short. Rule 4: Show That You Know What They’re Going Through, but Keep it Light.
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Youth Tribes Youth Tribes: Tribal phenomenon most pronounced among young consumers Products and services reinforce the notion of belonging
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Ch - 15 Revised - Chapter 15 Age Subcultures By...

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