Chapter 13 - Subcultures

High-Context Culture

A culture in which group members tend to be tightly knit and infer meanings that go beyond the spoken word.

Low-Context Culture

A culture where communication is more literal in nature and meanings are not inferred.

Age Cohort

A group of consumers of the same approximate age who have undergone similar experiences.

Subculture

A group whose members share beliefs and common experiences that set them apart from other members of a culture.

Baby Boomer

A large cohort of people born between the years of 1947 and 1966 who are the source of many important cultural and economic changes.

Ethnic Subculture

A self-perpetuating group of consumers held together by common cultural ties.

Multigenerational Marketing Strategy

An appeal to people of different ages with imagery from an older generation that also draws in younger consumers.

Millennials

Cohort of individuals born between about 1986 and 2002, who are sometimes also referred to as Generation Y or the echo boomers.

Echo Boomers

Cohort of individuals born between about 1986 and 2002, who are sometimes also referred to as Generation Y or the millennials.

Microculture

Communities of consumers who participate in or otherwise identify with specific art forms, popular culture movements, hobbies, etc.

Digital Natives

Edit.

Perceived Age

How old a person feels rather than his or her true chronological age.

Regional Segmentation

Method of segmenting the market that is based on geographic location.

Silent Generation

People born between the two world wars.

Material Parenting

Tendency for parents to reward their children with material products, and punish them by taking things away.

Connexity

Tendency to be connected to others at all times, often via social and digital media.

Consumer Identity Renaissance

The redefinition process people undergo when they retire.

Chronological Age

The actual number of years lived.

Generation Z (Gen Z)

The age cohort of individuals born 2003 and later.

Generation X (Gen X)

The cohort of consumers in their 20s who were affected by the economic downturn in the first part of the 1990s; this term also refers to those born between 1967 and 1979.

Grey Market

The economic potential created by the increasing number of affluent mature consumers.

Interbellum Generation

The generation born at the beginning of the twentieth century.

War Baby Generation

The generation of people born during World War II

Tweens

The two million Canadian children aged 9 to 14 years.

Generation Y (Gen Y)

Those born between 1980 and 1995 - also referred to as the baby boom echo.

Parental Yielding

When the parent surrenders or gives in to a child's request.