PSY603 Lecture Notes - Lecture 12: Baby Boomers, No. 12 Group Raf, Sandwich Generation
Document Summary
Word of mouth---organic----amplified: positive - more satisfied a customer is, more likely to spread wom. Relevant to own self concept, highly involved: negative extremely damaging. Tell more about negative experiences than positive. Value: group influence processes related to consumer perception of value, wom affected by perceived value consumers get from products / services, high value people motivated to share experiences. Social networks spreading wom: seek out other users for advice. Health, finance, personal, fashion, education: texts, encourage wom discussion boards development of brand communities, negative wom online monitor content, anti-brand communities. Middle aged consumers: boomerang kids 18 34 year olds moving back home after they graduate from post- secondary education. Stats canada increase in men 20 30yrs old highest in 30 years. Regional differences tied to the economy: sandwich generation consumers who have to take care of their own children and aging parents. Expected to increase dramatically as millions of baby boomers enter into retirement.
