1. Chapter 15 Age Subcultures
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition

2. Age and Consumer Identity
Age Cohort:
Consists of people of similar ages who have undergone similar experiences.
The Teen Market: Gen Y :
Generation Y: Those born between 1977 and 1994
Teen Values, Conflicts, and Desires:
Autonomy vs. Belonging
Rebellion vs. Conformity
Idealism vs. Pragmatism
Narcissism vs. Intimacy

3. Household Income by Age
Figure 15.1

4. The U.S. Teen Population
Figure 15.2

5. Spring Break
A growing number of marketers are capitalizing on the ritual of Spring Break to reach college students.

6. Appealing to the Youth Market
Tweens:
Children aged 8 to 14
Speaking to Teens in Their Language:
Rule 1: Don’t Talk Down
Rule 2: Don’t Try to be What You’re Not. Stay True to Your Brand Image.
Rule 3: Entertain Them. Make it Interactive and Keep the Sell Short.
Rule 4: Show That You Know What They’re Going Through, but Keep it Light.

7. Influencing Teens through Ads
Marketers often influence public policy by creating messages to influence behaviors like smoking or drug use. This mosaic was used to promote Lorillard Tobacco’s Youth Smoking Prevention Program.

8. Yomag.net

9. Japanese Children and Cell Phones
Hip Japanese kids have invented a new way to send cell phone messages. A graphics- based language called emoji uses tiny images instead of words.

10. Youth Tribes Youth Tribes:
Tribal phenomenon most pronounced among young consumers
Products and services reinforce the notion of belonging
Tribal phenomenon most pronounced in Japan

11. Research Paper: Part 2 Method How was the research conducted?
Define your method. What is it? What is it supposed to do? Why is it appropriate in this case?
Where was the research conducted?
Who were the subjects (%male/female).
How many subjects?
Describe your key measures.

12. Research Paper: Part 2 Results
Surveys: Draw up tables first. Tell your story from the tables. Report descriptive statistics, mean differences, correlations (if you can).
Focus Groups:
Construct Appendices around guiding questions/themes. Appendix should consist of relevant quotes to theme. Do not load up your results section with quotes. Use maybe 1-2 quotes per theme in the text and refer me to appendix for others.

13. Research Project: Part 2
Interviews:
Similar to focus groups (1-2 extended quotes per theme) but following a format of interviewer/subject discussion (quotes will be extended to provide context.) See Hirschman article (addiction) or website. Also include a textual analysis (thick description). Include appendices of some extended quotes.
Ethnography:
Thick description of activities. Quotes and interviews with informants where appropriate. Centered around themes with observations (and quotes) backing the themes.

14. Discussion
One to two paragraphs. Very brief. Restate key findings. Summarize key findings. Do not describe general implications or conclusions for marketers, consumers or public policy makers (that’s part 3 of your project).

15. Researching the Youth Market
Coolhunters:
Kids in major markets like New York, LA, or London who roam the streets to report back on cutting-edge trends.
Big (Wo)Man on Campus: We’re Talking To You!
Attractive market because they have yet to form brand loyalties
College students are tough to reach via conventional media
Wall media: Advertising posters

16. Generation X Baby Busters: “Generation X”:
Generation X: The cohort of consumers born between 1966 and 1976.
Stereotyped inaccurately as alienated, cynical, and lazy
Advertising campaigns that tried to appeal to the stereotype failed
Actually an entrepreneurial generation
Desire stable families after being latchkey children

17. The Nostalgia Scale

18. Baby Boomers Baby Boomers: People born between 1946 and 1965
Sheer size of this generation has made it the source of many cultural and economic changes
More active and physically fit than previous generations
Baby boomlet: The new upsurge in the number of children born in comparison to that of the original “baby boom.”

19. Pepsi
This 1962 Pepsi ad highlights the emphasis on youth power that began to shape our culture as baby boomers came of age in the 1960’s.

20. Botox for Boomers
Many Boomers are interested in maintaining a youthful appearance and will go to great lengths to preserve it. Botox injections are the newest craze.

21. Too Much Botox =

22. The Gray Market Gray Power: Seniors’ Economic Clout:
Gray Market: Seniors impact the market place
Account for more than half of all discretionary spending in the U.S.
In many product categories, seniors outspend other age groups
Understanding Seniors:
Autonomy: Leading active lives and being self-sufficient
Connectedness: Bonds with friends and family
Altruism: Giving something back to the world

23. The Gray Market (cont.) Perceived Age: You’re Only as Old as You Feel:
Chronological age: Actual number of years lived
Perceived Age: How old a person feels
Feel-age: How old a person feels
Look-age: How old a person looks
Many marketers emphasize product benefits rather than age appropriateness

24. Segmenting Seniors Typical Segmentation Bases: Chronological age
Age cohort
Current marital status
Health
Outlook on life

25. Zoomers
Sony sells about 1/3 of its products to consumers age 50 and older. The company is targeting mature consumers with ads like this one that celebrate “Zoomers” freedom.

26. AARP

27. Selling to Seniors Product Adaptations: Mature Marketing Messages:
Packages sensitive to physical limitations
Serving sizes
Mature Marketing Messages:
Prefer ads that provide abundant information
Not amused or persuaded by imagery-oriented ads
Basic guidelines for advertising to the elderly:
Simple language
Clear, bright pictures
Action attracts attention
Speak clearly, low word count
Single sales message emphasizing brand extensions for familiarity
Avoid extraneous stimuli

28. Marketing Strategy and Consumer Behavior
1-1
Outcomes
Individual
Firm
Society
Consumer decision process
Problem Recognition
Information Search
Alternative Evaluation
Purchase
Use
Evaluation
Marketing strategy
Product, Price, Distribution,
Promotion, Service
Marketing segmentation
Identify product-related need sets
Group Customers with similar need sets
Describe each group
Select attractive segment(s) to target
Marketing analysis
Company
Competitors
Conditions
Consumers
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