Chapter 14: Age Subcultures

Question 1

Age Cohort

Answer 1

People of similar ages who have simlar experiences. They share manny common memories about cultural heroes, important historical events, and so on.

Question 2

The Interbellum Generation

Answer 2

Those who are born at the beginning of the 20th century.

Question 3

The Silent Generation

Answer 3

Describes those who were born between the two World Wars.

Question 4

The War Baby Generation

Answer 4

Born during World War II

Question 5

The Baby Boom Generation

Answer 5

Those born between 1946 - 1964.

Question 6

Generation X

Answer 6

Born between 1965 and 1985

Question 7

Generation Y

Answer 7

Born between 1986 and 2002.

Question 8

Generation Z

Answer 8

Born after 2003

Question 9

Nostalgia Scale

Answer 9

A scale researchers use to measure the impact of nostalgia on individual consumers of similar age groups.

Question 10

The Youth Market

Answer 10

Often represents rebellion. $100 Billion in spending power.

Question 11

“Teenage”

Answer 11

First used to describe the youth generation in the 1950’s

Question 12

Four basic conflicts common among all teens

Answer 12

Autonomy vs. Belonging
Rebellion vs. Conformity
Idealism vs. Pragmatism
Narcissism vs. Intimacy

Question 13

Echo Boomers

Answer 13

“Millennials” or Gen Y-ers. First to grow up with computers in their homes and a TV’s with lots of channels. Multitaskers, Digital natives.Value being footloose and connected.

Question 14

Rules of Engagement for Modern Teens

Answer 14

#1: Don't talk down.
#2: Don't try to be what you're not.
#3: Entertain them. Make it interactive and keep the sell short.
#4: Show that you know what they're going through but keep it light.

Question 15

Tweens

Answer 15

Chidlren 8-14 years old. Spend $14 billion on clothes, CDs, movies (feel-good products). Exhibit characteristics of both children and adolescents.

Question 16

College Markets

Answer 16

Very attractive because “Many students have extra cash/free time” and underdeveloped brand loyalty.

Question 17

College students are hard to reach via conventional media

Answer 17

Online advertising is very effective.
Sampler boxes.
Wall media
Spring break beach promotions

Question 18

Coolhunters

Answer 18

Kids in major markets who roam urban streets and report back on cutting-edge trends.

Question 19

Teens as “consumers-in-training”

Answer 19

Brand loyalty develops during adolescence; Teen influence of family purchase decisions

Question 20

Baby Busters

Answer 20

“Generation X”
Consumers born between 1966 and 76
Desire stable families, save portion of income, and view home as expression of individuality.

Question 21

Baby Boomers

Answer 21

Born between 1946 and 1965. Active and physically fit.
Currently in peak earning years.
Food, apparel, and retirement programs.
“Midlife crisis” products.

Question 22

The Gray Market

Answer 22

Traditionally neglected by marketers.
People are now living longer/healthier lives.
Older adults control more than 50% of discretionary income.

Question 23

“Zoomers”

Answer 23

Active, older, interested in life, enthusiastic consumers with buying power.
Fastest growing group of of Internet users.

Question 24

Perceived Age

Answer 24

How old a person feels as opposed to his or her chronological age. “Feel-age” and “Look-Age”

Question 25

Autonomy

Answer 25

Desire to be self-sufficient

Question 26

Connectedness

Answer 26

Value bonds with friends and family.

Question 27

Altruism

Answer 27

Want to give something back to the world.

Question 28

Social Aging Theories

Answer 28

Try to understand how society assigns people to different roles across life span.