Transcript Chapter 1 Consumers Rule - National University of Kaohsiung

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:
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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:
–
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Children aged 8 to 14
Speaking to Teens in Their Language:
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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:
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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:
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–
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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.
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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:
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•
•
•
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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