Chapter 13

What is the most powerful age segment economically in the United States?

Baby Boomers

Generational categories (Gen Z, Baby Boomers, etc) Years

The Interbellum Generation—People born at the beginning of the 20th century. • The Silent Generation—People born between the two world wars. • The War Baby Generation—People born during World War II. • The Baby Boom Generation—People born between 1946 and 1964. • Generation X—People born between 1965 and 1985. • Generation Y—People born between 1986 and 2002. • Generation Z—People born 2003 and later. Gen Alpha - born 2013 - 2025

Rebellion versus Conformity

grasps that teens need to rebel against social standards of appearance and behavior but they need to fit in and be accepted by others.

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a_______culture.

high context

Autonomy versus Belonging

means that teens want to acquire independence so they try to break away from their families. But at the same time, they want to attach themselves to a support structure

PRIZM

one technique used to tailor marketing efforts to recognize these geographical differences

Explain the Prizm System

one technique used to tailor marketing efforts to recognize these geographical differences (classifies US Zip codes into 1 of 66 or 68 categories)

Culture:

society's personality

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others (smaller group within society).

subculture

Age Cohert

t consists of people of similar ages who have similar experiences

Idealism versus Pragmatism

that they tend to view adults as hypocrites whereas they see themselves as sincere

Acculturation

the process of movement and adaptation to one country's cultural environment by a person from another country

Enculturation

the process we each undergo to learn about our own native culture

Narcissism versus Intimacy

they tend to obsess about their appearance and needs. However, they also feel the desire to connect with each other.

Subculture

A group of people with shared value systems based on common life experiences and situations

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. What kind of conflict that most teens face is most applicable to Jui-Jui's situation?

Autonomy VS Belonging

An age cohort that describes kids who were born in 2003 and later is

Gen Z

Gen Y/Z:

Generation Y (Millennials and EchoBoomers—People born between 1986 and 2002. • Generation Z—People born 2003 and later. ------Teenagers in every culture grapple with fundamental developmental issues when they transition from childhood to adult. Four basic conflicts common to all teens: • Autonomy versus belonging • Rebellion versus conformity • Idealism versus pragmatism • Narcissism versus intimacy

Low-context Culture and examples

Rely less on context and non-verbal cues; Direct communication and explicit language

An ____ consists of people of similar ages who have undergone similar experiences.

age cohert