Chapter 15 Age Subcultures By Michael R Solomon
Chapter 15 Age Subcultures By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition 15 - 1
Opening Vignette: Kurt • How has Kurt spent his summer? • How would you describe Kurt’s attitude? • What is Pam’s frustration with Kurt’s behavior? • What is Pam’s perception of her generation in comparison with Kurt’s? 15 - 2
Age and Consumer Identity • Age Cohort: – Consists of people of similar ages who have undergone similar experiences. • The Teen Market: Gen Y Like Totally Rules: – 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 15 - 3
Household Income by Age Figure 15. 1 15 - 4
The Nostalgia Scale 15 - 5
The U. S. Teen Population Figure 15. 2 15 - 6
Spring Break • A growing number of marketers are capitalizing on the ritual of Spring Break to reach college students. 15 - 7
Discussion Question • This ad for Prestige car stereos states, “Research shows excessively loud car stereos are the number one annoyance to people over 40. Whatever. ” • What is the apparent strategy with this ad? Who is the target audience? 15 - 8
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. 15 - 9
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. 15 - 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 – Techno-cultural suppleness: A willingness to grab something new and use it for their own ends 15 - 11
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 15 - 12
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. 15 - 13
Discussion Question • Calvin Klein has been criticized for its strategy of adolescent sexuality to promote its products. Likewise, Abercrombie & Fitch was criticized for a line of thongs for preteen girls. • Why do companies engage in these obviously controversial tactics? Should there be penalties for engaging in this type of advertising? 15 - 14
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 15 - 15
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. ” 15 - 16
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. 15 - 17
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. 15 - 18
Working Mother 15 - 19
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 selfsufficient – Connectedness: Bonds with friends and family – Altruism: Giving something back to the world 15 - 20
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 15 - 21
Segmenting Seniors • Typical Segmentation Bases: – – – Chronological age Age cohort Current marital status Health Outlook on life • Social Aging Theories: – Theories that try to understand how society assigns people to different roles across the life span. • Gerontographics: – Divides the mature market into groups based on both levels of physical well-being and social conditions, such as becoming a grandparent or losing a spouse. 15 - 22
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. 15 - 23
Selling to Seniors • Product Adaptations: – 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 15 - 24
Jockey Targets Seniors • Jockey Apparel is one of many advertisers that is increasingly featuring attractive older models in its ads. 15 - 25
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