COMMERCE 3MB3 Chapter Notes - Chapter 13: Baby Boomers, Generation Z, Subculture

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 3MB3
• Professor: Pierre Mc Clelland

Document Summary

Subculture: is a group whose members share beliefs and common experiences that set them apart from others. Microculture: based on a lifestyle or aesthetic preference. Age cohort: a group of consumers of the same or approximate age who have undergone similar experiences. Multigenerational marketing strategy: this means they use imagery that appeals to consumers from more than one generation. Material parenting: parents often reward their kids with products, and punish them by taking things away. Parental yielding: occurs when a parental decision-(cid:373)ake(cid:396) (cid:862)su(cid:396)(cid:396)e(cid:374)de(cid:396)s(cid:863) to a (cid:272)hild"s (cid:396)e(cid:395)uest. The saatchi & saatchi advertising agency identified four basic conflicts common to all teens: auto(cid:374)o(cid:373)y (cid:448)e(cid:396)sus (cid:271)elo(cid:374)gi(cid:374)g: tee(cid:374)s (cid:374)eed to a(cid:272)(cid:395)ui(cid:396)e i(cid:374)depe(cid:374)de(cid:374)(cid:272)e, so they t(cid:396)y to (cid:271)(cid:396)eak a(cid:449)ay f(cid:396)o(cid:373) their families. They have to struggle to reconcile their view of how the world should be with the realities they perceive around them: na(cid:396)(cid:272)issis(cid:373) (cid:448)e(cid:396)sus intimacy: teens tend to obsess about their appearance and needs.