BU432 Chapter Notes - Chapter 13: Psychographic, Baby Boomers, Narcissism
Document Summary
Chapter 13: subcultures: a subculture is a group whose members share beliefs and common experiences that set them apart from others, a microculture is based on a lifestyle or aesthetic preference. Age cohorts: age cohorts are groups of consumers of the same or approximate age who have undergone similar experiences, the interbellum generation = people born at the beginning of the 20th cen. Generation = people born between the 2 world wars; the war baby generation = people born during wwii; baby boomers = 1946-1964; gen x = 1965-1985; gen y/millennials = 1986-1999; Gen z = 2000: many marketers us a multigenerational marketing strategyto appeal to more consumers. Children: consumers in training: material parenting involves rewarding kids with products and punishing them by taking them 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, 90% of instances are for a specific brand.
