Ch15 - Chapter 15 Chapter Age Subcultures by Michael R....

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Unformatted text preview: Chapter 15 Chapter Age Subcultures by Michael R. Solomon PowerPoint by Milton M. Pressley University of New Orleans Age and Consumer Identity – Age Cohorts: “My Generation – Age Cohort Figure 15-1: Household Income by Age The Teen Market: Gen Y Like, Totally Rules – Generation Y – Teen Values, Conflicts and Desires Figure 15-2: The U.S. Teen Population The Teen Market: Gen Y Like Totally Rules – Four Themes of Conflict Common to All Teens – – – – Autonomy Versus Belongings Rebellion Versus Conformity Idealism Versus Pragmatism Narcissism Versus Intimacy – – Appealing to the Youth Market Researching the Youth Market The Teen Market: Gen Y Like Totally Rules – Big (Wo)Man on Campus: We’re Talking to You! – Wall Media – Baby Busters: “Generation X” – “Generation X” The Teen Market: Gen Y Like Totally Rules – Four Key Segments to Generation X – – – – Cynical Disdainers Traditional Materialists Hippies Revisited Fifties Machos Baby Boomers – Economic Power: He Who Pays the Piper, Calls the Tune – Baby Boomlet The Gray Market – Gray Power: Senior’s Economic Clout – Gray Market – Understanding Seniors – Autonomy – Connectedness – Altruism – Perceived Age: You’re Only As Old As You Feel – Chronological Age – Perceived Age The Gray Market – Segmenting Seniors – Social Aging Theories – Gerontographics – Selling to Seniors – Product Adaptations – Mature Marketing Messages ...
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