Psychology of Advertising- Chapter 12

Generation X (pg.334):

Some are underachievers while some are strong careers and having families. -Nonetheless, Gen Xers who believe they they may not be able to match or surpass their parents' level of success may feel a bit disillusioned and less materialistic then other age groups. -Many women of this generation are delaying motherhood because of time-sapping work schedules, financial difficulties due to the recession, and shifting societal norms. -Yet many Gen Xers are doing well by being at the cutting edge of technology and finding ways to balance their work and personal lives. -Born between 1965 and 1976 -49 million -Fewer Xers own homes -Boomerang kids -Cynical about obvious marketing -Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots

Positioning (pg.333)

Some marketers position their products as helpful for dealing with the adolescent pressures of establishing an identity, rebelling, and being accepted by peers. -However, teen tastes can change very quickly, and popular products or stores may become overexposed and can quickly lose their cachet (prestige, status).

Other Marketing Activities (pg.334)

Some marketers reach teens through recreation or special events that showcase the brand or product in lifestyle or sports setting. Ex. Red Bull, the energy drink, sponsors musical events and extreme sporting activities such as skateboard demonstrations.

Traditional and Social Media (pg.339)

Some sex difference still exist in media patterns. ~Online and social media patterns are important, as well.

-Multicultural Marketing (pg.343):

Strategies used to appeal to a variety of cultures at the same time.

-Ethnic Group (pg.342)

Subculture with a similar heritage and values. ~Members of these ethnic groups share a common heritage, set of beliefs, religion, and experiences that set them apart from others in society. -These groups are bound together by cultural ties that can, in turn, strongly influence consumer behavior.

-*Masculine* (pg.339)

(whether male or female) tend to display male-oriented traits.

Asian American Consumers (pg.346)

-Fastest growing major subculture -More diverse than Hispanic and African American: Consists of people from more than 29 countries. -Strong Emphasis ~Family ~Tradition ~Cooperation -Shop frequently/luxury goods: They want brand names and are willing to pay for top quality, even though they react positively to bargains. ~Asian Americans are more than twice as likely as the average consumer to check prices and products on the Internet before they buy. ~Shop frequently and enjoy shopping with friends. -Consumers in this group also tend to save money, be highly educated, have higher computer literacy, and hold a higher percentage of professional and managerial jobs than the general population does. ~More tend to be highly assimilated but the second and third generations.

Seniors (pg.336):

-Over 65 years old -Women outnumber men -Reduced information processing skills: Seniors are less likely to search for information and more likely to have difficulty remembering information and making more complex decisions. ~Thus, they tend to engage in simpler, more schematic (symbolic and simplified) processing. -Susceptible to the "truth effect": Believing that often-repeated statements are true ~As a result, some may need help or education when making decisions. -Tend to be brand loyal: Tend to know more about brands from long-standing experience, may not search extensively when planning high-ticket purchases, and have less motivation and cognitive capacity to deal with new, unfamiliar brands. -Aging Population ~Health-related products/services ~Retirement communities -Marketing Communications ~Oldies radio ~Activity-specific publications & TV ~Lifestyle-related events -Specialized Sales and Promotion

THE INFLUENCE OF RELIGION (pg.347-348):

A final typeof subculture is based on religious beliefs. Religion provides people with a structured set of beliefs and values that serve as a code of conduct or guide to behavior. ~It provides ties that bind people together and make one group different from another. -Although individual differences come into play, some religious influences or traditions can affect consumer behavior.

-Sexual Orientation (pg.339)

A person's preference toward certain behaviors.

Media and Communications (pg.345-346)

African Americans have more positive attitudes toward ads than do Anglo consumers, according to studies. ~Research also shows that strong ethnic identifiers among African American consumers act more positively than weak identifiers to ads placed in racially targeted media. -Marketers can use multiple media that reach this segment specifically, including TV networks such as Black Entertainment Television, Targeted websites such as BET.com, magazines such as *Ebony,* and more. ~Compared with other groups, more African Americans are cable TV subscribers.

African American Consumers (pg.345)

African Americans repent a large and diverse group---13 percent of the U.S. population---consisting of many subsegments across different levels of income and education, occupations, and regions, from urban to rural areas. -African Americans are more likely to believe that people should feel free to live, dress, and look the way that want to. ~They also do not necessarily aspire to assimilate with the majority culture. -With rising incomes, want to preserve cultural identity -Importance of style, self-image, & elegance

Boomers (pg.335):

Although boomer are a diverse group, they share many common experiences of the 1960s and 1970s, when they grew up. -Most boomers grew up with TV and as they get older, tend to watch it more. ~They also spend time browsing the Internet and are increasingly active in social media, although not as active as younger segments. -Still, one study shows that boomers spend more on technology then any other segment. -Some researchers have identified subgroups of boomers based on five-year divisions or other definitions, meaning that the oldest and youngest would tend to be the most different---especially since the oldest are now seniors. -Research suggests that boomers around the world, like teens around the world, share certain attitudes and values. -Born between 1946 and 1964 -78 million -Influential consumer segment because of size and buying power (many are in their peak earning years) -Value individualism and freedom -Segments: leading boomers, core boomers, and trailing boomers

Marketing Implications (pg.339-340):

An increasing number of marketers are suing sexual orientation to target gay and lesbian consumers for a wide range of offerings. In part, this strategy is due to dramatic rise in the number of same-sex U.S. households. ~Although gay and lesbian consumers tend to dislike and distrust ad message more than heterosexual consumers do, they are likely to respond to sexual orientation symbols in advertising and to ads that "reflect their lives and cultures."

-*Young Digiterati* (pg.340)

Are affluent, well-educated, tech-savvy 25- to 44-year-olds in hip urban areas.

-*Boomtown Singles * (pg.341)

Are college-edcuated, lower-middle-income consumers, under the age of 55, living in smaller cities where the singles scene thrives.

-*Mobility Blues* (pg.341)

Are downscale consumers who live in smaller cities, under the age of 35, and have a high school education.

Marketing Implications (pg.346-347):

Asian Americans are a rapidly goring group with a median income of $65,000, significantly higher than the overall U.S. median income of nearly $50,000. -Product Development and Distribution -Media and Communication

Marketing Implications (pg.335-336):

Baby boomers have so much buying power that they are the target for many products and services, including cars, housing, travel, entertainment, recreational equipment, and motor homes. -Boomers are heavy consumers of financial services such as paying for their children's college educations, helping aging parents, and supporting boomer angers who live at home. -Target for cars, housing, travel, entertainment, recreation equipment, motor homes -Heavy consumers of financial services -Gourmet fast food -Comfortable clothing -Anti-aging products

Media and Communications (pg.343-344)

Because Hispanic Americans tend to be concentrated in certain areas and share a common language, many can be targeted in Spanish-language media, including TV,radio, print, billboards, and websites. ~In fact, more Hispanic Americans subscribe to digital cable and satellite TV than do Anglos or African Americans. -Hispanic Americans prefer web content that reflects their culture and language. Having Spanish language customer support available for Internet users is especially important for less acculturated Hispanic Americans. -Advertising is particularly important in this segment because many Hispanic Americans prefer prestigious or nationally advertised brands. -Hispanic Americans tend to react positively to ads using ethnic spokespeople, who are perceived as more trustworthy, leading to consumers' having more positive attitudes toward the brand being advertised. ~This strategy is most effective in environments in which ethnicity is more salient (noticeable) (ex. the group is in the minority). -When an ad targeting Hispanic Americans mixes English and Spanish, it is likely to be more persuasive if the text is mainly in Spanish with one word switched to English instead of mainly in English with one Spanish word.

HOW REGIONAL INFLUENCES AFFECT CONSUMER BEHAVIOR (pg.340-342):

Because people tend to work and live in the same area, residents in one part of the country can develop patterns of behavior that differ from those in another area.

-Gender (pg.339)

Biological state of being male or female.

Advertising Messages (pg.334)

Born and bred on TV and electronics, Gen Xers tend to be cynical about obvious marketing techniques. -They sometimes find objectionable (unpleasant, distasteful, offensive, disagreeable) ads that contain exaggerated claims; stereotypes; unpopular products like cigarettes and alcohol; and sexually explicit, political, religious, or social messages. ~However, Gen Xers do react positively to messages they see as clever or in tune with their values, attitudes, and interests.

HOW GENDER AND SEXUAL ORIENTATION AFFECT CONSUMER BEHAVIOR (pg.337-340):

Clearly the two genders, male and female, can differ in traits, attitudes, and activities that affect consumer behavior. ~Remember that these sections describe only general tendencies, which are subject to considerable individual variation. -Sex Roles- Goals ~Agentic ~Communal -Gender & Sexual Orientation ~Masculine ~Feminine ~Androgynous -Differences in Acquisition & Consumption Behaviors ~Women = Deliberate, thorough research ~Men = Driven by themes, simple heuristics

Regions Across the World (pg.341-342):

Clearly, the are of the world in which a consumer resides can influence consumption patterns. ~As we have learned, cross-cultural variations exist in jus tabour every aspect of consumer behavior. -Cultural influences also affect behaviors such as patience. ~Consumers in Western cultures tend to be less patient and value immediate consumption more than consumers in Eastern cultures do, for instance. In a broader sense, the ways in which cultures differ can affect how consumers think and behave. These differences can be viewed along three main dimensions. ~*Individualism versus Collectivism* ~*Horizontal versus Vertical Orientation* ~*Masculine versus Feminine* ^All the consumers in a particular culture may not be affected by cultural influences in the same way, however. The extent of the influence depends on how each consumer processes information and the personal knowledge that he or she relies on when making a judgement.

-*Kids & Cul-de-Sac* (pg.340)

Consumers are upper-middle--income 25- to 44-year-old suburbanites, mostly college grads and home-owners, who live in suburbia with their children.

-*Masculine versus Feminine* (pg.341)

Consumers form masculine cultures (such as the United States) tend to be more aggressive and focused on individual advancement; in contrast, consumers from feminine cultures (such as Denmark) tend to be more concerned with social relationships. -Therefore, advertising with aggressive themes is more likely to strike a chord in masculine cultures than in feminine cultures.

-*Individualism versus Collectivism* (pg.341)

Consumers from cultures high in individualism (many Western cultures) put more emphasis on themselves as individuals than as part of the group; consumers form cultures high in collectivism (many Eastern cultures) emphasize connection to other rather than their own individuality. -Marketers might apply this distinction to the way in which they depict consumers in ads for each culture---as ruggedly individual or as part of a group, for instance.

-*Horizontal versus Vertical Orientation* (pg.341)

Consumers from cultures with a horizontal orientation value equality, whereas consumers form cultures with a vertical orientation put more emphasis on hierarchy. -This distinction is especially important to marketers of status-symbol products that will appeal to consumers influenced by vertical orientation.

Differences in Acquisition and Consumption Behaviors (pg.338)

Despite sec-role changes, men and women still exhibit a number of differences in their consumption behaviors. ~Women are more likely to engage in a detailed, thorough examination of a message and to make extended decisions based on a product attributes (similar to high motivation, ability, and opportunity [MAO] decisions making), whereas men are selective information processors, driven more by overall themes and simplifying heuristics (similar to low-MAO decision making). ~Men tend to be more sensitive to personally relevant information (consistent with agentic goals), and women pay attention to both personally relevant information to others (consistent with communal goals). -Whereas men are more likely to use specific hemispheres of their bran for certain tasks (the right side of the brain for visual and the left side for verbal), women use both hemispheres of their brain for most tasks. -In general, American women see shopping as a pleasurable, stimulating activity and a way of obtaining social interaction, whereas men see shopping merely as a way of acquiring goods and as a chore, especially if they hold traditional sex-role stereotypes.

Advertising Messages (pg.333-334)

Effective advertising incorporates symbols, issues, and language to which teens can relate. ~Because music and sports tend to be the universal languages of teenagers, popular music and sports figures are frequently featured in ads for soft drinks, snacks, and other products. ~However, messages need to talk to teens, not at them. ~Furthermore, because they have grown up with videos, computers, and texting, today's teens seem to process information faster than older consumers---and they prefer short, snappy phrases to long-winded explanations. ~Yet using contemporary slang can sometimes be dangerous, because if a phrase is out-of-date when the ad appears, the offering will look "uncool."

HOW ETHNIC INFLUENCES AFFECT CONSUMER BEHAVIOR (pg.342-347):

Ethnic influences are another major factor that affects consumer behavior. ~It is important to emphasize that the generalizations about ethnic groups discussed in this chapter are only broad group tendencies and may or may not apply to individual consumers. -Marketing to any consumer group requires careful research to get beyond stereotypes and to identify specific characteristics and behavioral patterns that can be addressed using appropriate strategies and tactics.

Ethnic Groups Around the World (pg.347):

Ethnic subcultures exist in many nations.

-*Boomerangs* (pg.332)

For economic reasons, many consumers in their 20s and 30s have been delaying their independence or becoming *boomerangs,* meaning they move back in with their parents after college or after being on their own. -This trend toward "doubled-up households" isn't confined to the United States. -Boomerangs marry and settle down later and have more discretionary income to spend on entertainment because their parents pay for essentials. ~Compared with peers who live indecently, boomerangs are more likely to buy items like a new car or the latest electronics.

Marketing Implications (pg.345-346):

Generally, they are less likely to trust or buy brands that are not advertised. Marketers are addressing this group's specific needs and interests in a number of ways. -Product Development and Distribution -Media and Communications

-Communal Goals (pg.337)

Goal that stresses affiliation and fostering harmonious relations with others, submissiveness, emotionality, and home orientation. -Traditionally=Women

-Agentic Goal (pg.337)

Goal that stresses mastery, self-assertiveness, self-efficacy, strength, and no emotion. -Traditionally=Men

-*Androgynous* (pg.339)

Having both male and female traits.

Marketing Implications (pg.343-345):

Hispanic Americans make up nearly 13 percent of the overall U.S. population and have a combined annual buying power exec ceding $1 trillion. -Product Development and Distribution -Media and Communications

Hispanic American Consumers (pg.343)

Hispanic Americans represent one of the largest and most diverse ethnic groups in the United States today, a fast-growing segment in many states. ~Nearly 39 percent of Hispanic Americans have an income of $50,000 or more, making the segment an attractive one for marketers. Hispanics can be divided into several groups based not heir level of acculturation to the host culture: (1) the *acculturated,* who speak mostly English and have a high level of assimilation (the process by which a person or persons acquire the social and psychological characteristics of a group) (2) the *bicultural,* who can function in either English or Spanish (3) the *traditional,* who speak mostly Spanish -The rate of acceleration can be slow, usually taking four generations, although some Hispanic Americans resist assimilation out of desire to maintain their ethnic diversity. -The consumer's level of acculturation affects consumption patterns, as does the *intensity of ethnic identification.* -Strong Hispanic identification leads to a higher level of husband-dominant decisions. ~Furthermore, strong identifiers are more likely to be influenced by radio ads, billboards, family members, and coworkers and are less likely than weak identifiers to use coupons.

-Intensity of Ethnic Identification (pg.343)

How strongly people identify with their ethnic group. -Consumers who strongly identify with their ethnic group and are less accelerated into the mainstream culture are more likely to exhibit the consumption patterns of the ethnic group.

-Baby Boomers (pg.335)

Individuals born between 1946 and 1964.

-Generation X (pg.334)

Individuals born between 1965 and 1979.

-Millennial (pg.332)

Individuals born between 1980 and 1994; also known as *Generation Y.*

-Gray Markets (pg.336)

Individuals over 65 years old.

-*Feminine* (pg.339)

Individuals tend toward female characteristics.

-Acculturation (pg.342)

Learning how to adapt to a new culture. -During acculturation, consumers acquire knowledge, skills, and behavior through social interaction, by modeling the behavior of others, and through reinforcement or receipt of rewards for certain behaviors. -Acculturation is strongly influenced by family, friends, and institutions such as the media, place of worship, and school and combines with traditional customs to form a unique consumer culture.

Product Development and Distribution (pg.345)

Many marketers focus primarily on products for the unique needs of the African American market. ~Marketers that make products for the broader U.S. population are also designing products specifically for black consumers, as evidenced by clothing manufacturers that are designing styles deemed more flattering for the physics of African American women. -Marketers can also adjust distribution strategies for this segment.

Product Development and Distribution (pg.343)

Marketers are building customer loyalty by developing offerings specifically for Hispanic Americans. Ex. An Aspen, Colorado entrepreneur is targeting Hispanic Americans with his U.S.- bottled Oleadas bottled water, labels in Spanish and English and sold in bottles made from recycled materials.

Product Development and Distribution (pg.346)

Marketers are increasingly developing more offering for Asian American and tailoring distribution accordingly.

Traditional and Social Media (pg.335)

Marketers can reach Gen Xers through media vehicles such as popular or alternative music radio stations and network or cable TV, although this group watches less TV than other groups do. ~Ads in music-related publications and messages displayed at concerts, sporting events, and popular vacation spots can also be effective.

Marketing Implications (pg.348):

Marketers can segment the market by focusing on religious affiliations, delivering targeted messages and promotions or using certain media to deliver them. ~In addition, marketers can advertise in one of the many publications geared to specific religious affiliations or reach a particular group via specialized websites or social media interaction. -Marketing tactics should demonstrate understanding and respect for the targeted group's beliefs and customs, a strategy that will also generate positive word of mouth. -Some marketers use religious symbols and themes in their advertising, which is an effective away to generate a positive reaction from consumers who are religious. ~However, some marketers avoid products or messages with overt religious meaning, to avoid controversy.

Advertising and Media (pg.336-337)

Marketers can target boomers through the use of media geared to this group's interests, including oldies rock 'n' roll programs and websites, activity-specific publications and TV shows, and lifestyle related events such as home shows. -Seniors perceive ads with positive older role models more credible than those with younger models. ~However, because of America's youth culture, seniors are less likely to appear in ads---or to be depicted positively---although this situation has been changing over time. -Also, older consumers like and can better recall messages that focus on avoiding negative emotions, possibly because they want to avoid the negative outcomes that are associated with age.

Traditional and Social Media (pg.334)

Marketers can target teens and millennials through certain TV networks, TV programs, magazines, radio stations, and the Internet, and social media. -The retailer's top marketer notes: "Customers are the new marketers. When it comes to teens, they often want to hear directly from their peers. They are true evangelists."

Marketing Implications (pg.342):

Marketers need to understand global differences in consumer behavior so that they can alter marketing strategy, where necessary, to appeal to specific regions and countries. ~Many companies adjust their marketing activities to accommodate global consumer differences. -Marketers should also remember that, as in the United States, consumers in different parts of one country may exhibit different consumer behavior. ~Finally, products available in more than one region, marketers must look at all targeted segments' preferences.

HOW AGE AFECTS CONSUMER BEHAVIOR (pg.330-337)

Marketers often segment consumers by age. The basic logic is that people of the same age are going through similar life experiences and therefore share many common needs, experiences, symbols, and memories, which, in turn, may lead to similar consumption patterns. This section opens with an overview of U.S. age trends and continues with an examination of four major age groups being targeted by marketers: (1) Teens and Millennials, also known as Generation Y (2) Generation X (3) Baby Boomers (4) Seniors

Targeting a Specific Gender (pg.339)

Marketers often target a particular gender. -Studies show that men and women respond differently to emotional advertising. ~In line with changing sex roles, men in ads are increasingly shown in emotional and caring roles, whereas women are appearing more frequently in important situations and professional positions.

Marketing Implications (pg.338-339):

Obviously, many products (such as clothing for men and feminine hygiene products for women) are geared toward gender-specific needs. ~In addition, certain offerings may be perceived as being more appropriate for one gender than for the other. However, some products are becoming less sex-typed as sex roles evolve. -Another important point is that women tend to be more loyal than men to individuals (such as a particular hair stylist), whereas men tend to be more loyal than women to groups (such as a particular company). ~Women's purchase intentions tend to be more strongly influenced by online reviews than men's purchase intentions. >Targeting a Specific Gender >Traditional and Social Media

Brand Loyalty (pg.333)

Research shows that consumers are able to access internal information about brand names learned early in life more quickly and easily than brand names acquired later. ~Therefore, marketers seek to build early brand awareness and preference among teens and young millennial consumers, working toward having that brand loyalty carry over into adulthood. Ex. Generation Benz, for millennial consumers to exchange ideas about cars of the ways to Mercedes-Benz's new car concepts. -This online community is only one of the ways the company works to develop early brand loyalty by demonstrating its commitment to understanding and meeting the needs of millennials.

-*Compensatory Eating* (pg.338)

Responding to depression or making up for deficiencies such as a lack of social contact by eating.

Distribution, Sales, and Promotions (pg.337)

Retailers can design their outlets to provide a more age-friendly shopping environment for baby boomers and seniors, with features such as wider aisles and well-lit aisles and parking lots. ~Seniors value service, and many develop brand loyalty by talking advantage of discounts offered by retailers ~However, because older consumers who seek social interaction from telemarketing calls may not recognize fraudulent offers, education and protection are needed to help segment avoid being victimized by scams.

Marketing Implications (pg.336-337):

Seniors represent a critical and growing market for health-related products and services and for retirement communities (particularly in warmer states), as well as for recreational goods and services. -Advertising and Media -Distribution, Sales, and Promotions

Gender and Sexual Orientation (pg.339):

Sexual orientations are important because they can influence consumer preferences and behavior.

Age Trends in the United States (pg.330):

Thanks in part to better medical care and healthier lifestyles, people are living longer, which is why the senior market is an attractive target market. Marketers also target age segments of consumers who are entering the workplace and those who are setting up their own households, seeking to build and sustain brand loyalty during these critical periods.

Regions Within the United States (pg.340-341):

The United States is a vast country in which various regions have developed distinctive identities, apart form overall American culture, based on differing ethnic and cultural histories. -These statements represent very board generalizations. Although each region also has many unique influences and variations that are too numerous to mention, regional differences can affect consumption patterns. -Becuase considerable variation exists in values and lifestyles among consumers within a region, researchers have looked for ways to describe consumers on the basis of more specific characteristics, a technique called *clustering.* -Systems such as Mosaic (from Experian) and PRIZM (from Nielsen Claritas) group areas and neighborhoods into more precise clusters based on costumers' similarities on demographic and consumption characteristics. ~These systems can define a cluster according to similarity of income, education, age, household type, degree of urbanity, and product/ service preferences, including the type of car owned and preferred radio format. ~PRIZM has identified 66 U.S. consumer segments and grouped them geographically (urban, suburban, second city, and town/rural) as well as by life stage (according to age and the presence of absence of children at home). -*Young Digiterati* -*Kids & Cul-de-Sac* -*Boomtown Singles * -*Mobility Blues*

-Clustering (pg.340)

The grouping of consumers according to common characteristics using statistical techniques.

Ethnic groups Within the United States (pg.343):

The majority of U.S. consumers (sometimes referred to as *Anglos*) can trace their ancestry back to one or more European nations. ~However, immigration and population trends are leading to greater diversity within the United States, with the three main subcultures---Hispanic American, African American, and Asian American---growing much faster than the general U.S. population.

-Accommodation Theory (pg.344):

The more effort one puts forth in trying to communicate with an ethnic group, the more positive the reaction.

Marketing Implications (pg.334-335):

This group takes the time to research a purchase and likes to customize offerings to their personal needs and tastes. -Advertising Messages -Traditional and Social Media

Media and Communications (pg.347)

To reach this diverse group, marketers often use native-language newspapers, magazines, broadcast and cable TV, radio, and , of course, the Internet. ~Messages delivered to Asian Americans in their native language are often more effective than those delivered in English.

Marketing Implications (pg.332-334):

U.S. teens are important target market because they spend money on their own and also influence billions of dollars in family purchases. ~Around the world, the similarity of teens' tastes, attitudes, and preferences for music, movies, and clothing is partly due to popular entertainment and partly due to the Internet. -Nonetheless, teens in different regions exhibit some difference, which is why marketers must do their homework before addressing local tastes and behaviors. -Millennial consumers are also a prime target for many marketers because they need to acquire many goods and services during their college years and beyond, as they start their adult lives. ~In particular, they are often early adopters of new technology, intensely interested in brand interactions that ale place digitally, and eager to share their brand experiences with others. ~Moreover, having seen parents and peers struggle during the recent rescission, many millennial are debt-reverse, which clearly affects how they plan to pay for major purchases. -Brand Loyalty -Positioning -Advertising Messages -Traditional and Social Media -Other Marketing Activities

Teens and Millennials (pg.330-332):

Your own experience may confirm that this segment has considerable influence in household purchases and enjoys a good deal of financial independence. -Teens shop more frequently than consumers in other segments, check prices online and via cell phone as well as in stores before they buy, and put a high value of price and convenience. -Just as important, U.S. consumers under 18 years of age have hundreds of friends (including social media contacts) whose buying power and brand preferences they may influence. ~Friends are a major source of information about products, and socializing is one the major reasons that teens like to shop. -Many teens discuss brands in text messages, blogs, social networking, and online reviews. -A common teen "culture" is spreading around the world, although marketers must take care not to overlook localized culture and its effects on teen consumer behavior. ~A study go teens in 44 countries reveals common characteristics and attitudes that cross national boundaries in six distinct segments. -"thrills and chills" -"resigned" -"world savers" -"quiet achievers" -"bootstrappers" -"upholders" -Millennials are media and tech davy, having grown up during the Internet era and being accustomed to using various digital gadgets to shop, communicate, listen to music, play games, and so on. According to one study, they seek 4 benefits from Tech Devices: -Immediacy -Entertainment -Social Interaction -Self-Expression -This segment is more likely to own laptops or other portable computers, whereas older age groups own desktop personal computers. ~Also, more then 90 percent of this segment owns a cell phone, which makes millennials an attractive target for upgraded handsets, apps, videos, games, and other mobile-related goods and services. -For economic reasons, many consumers in their 20s and 30s have been delaying their independence or becoming *boomerangs,* meaning they move back in with their parents after college or after being on their own. -Purchasing Power = $108 Billion -World's teens have similar tastes, attitudes, preferences -Brand Loyalty—Develops at a younger age -Positioning—Establish identity, rebelling, peer acceptance -Advertising Messages—Incorporates symbols, issues, and language of teens -Media—Specific TV networks, radio stations, and Internet -Recreation and special events