Chapter 15

Age Subcultures

By Michael R. Solomon

Consumer Behavior

Buying, Having, and Being Sixth Edition

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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?

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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

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Household Income by Age

Figure 15.1

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The Nostalgia Scale

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The U.S. Teen Population

Figure 15.2

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Spring Break

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

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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?

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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.

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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.

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Yomag.net

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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

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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

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VIDEO: Federated Direct

Click image to play video.

• Federated Direct, which owns Bloomingdale’s and Macy’s, had to adjust its strategy because of the younger age of today’s brides.

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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.

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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?

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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

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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.”

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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.

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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.

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Working Mother

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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:

sufficient Leading active lives and being self – –

Connectedness:

Bonds with friends and family

Altruism:

Giving something back to the world

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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

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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.

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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.

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AARP

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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 - 27

Jockey Targets Seniors

• Jockey Apparel is one of many advertisers that is increasingly featuring attractive older models in its ads.

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