Consumer Behaviour- Chp. 14

Chronological Age

The actual number of year lived

What are the 4 basic conflicts common in teens as identified by Saatchi and Saatchi?

1. Autonomy vs Belonging: acquire independence, but need a support structure 2. Rebellion vs Conformity: against social standards, but need social acceptance 3. Idealism vs Pragmatism: how things should be, the way things really are 4. Narcissism vs Intimacy: interest in the self, desire for meaningful connection with others

What are 3 factors a marketer should consider when targeting mature consumers?

1. Autonomy: lead active lives and be self-sufficient 2. Connectedness: emphasize bonds with family/friends 3. Altruism: let them know they can give back

What are the 4 rules when advertising to teens?

1. Don't talk down 2. Don't try to be what you're not 3. Entertain them/make it interactive and keep it short 4. Show that you know what they're going through, but keep it light- empathize over sympathize

What are the 3 segments Baby Boomers were divided into based on their ability to handle the economic downturn?

1. Yesterday: concerned about an uncertain future 2. Today: confident, healthy and satisfied 3. Tomorrow: optimistic despite setbacks

Connexity

A lifestyle term coined by the advertising agency Saatchi & Saatchi to describe young consumers who place high value on being both footloose and connected.

Digital Natives

A name for those in Generation Y who were the first to wholly utilize computer technologically for personal matters; communicate online and by cell phone more often than they do in person

Microculture

A smaller cohort an inside of a larger demographically based subculture that is based on lifestyle or aesthetic preference

Age Subculture

A subculture based on age cohorts, that is, people of similar age who have undergone similar experiences

Generation X

Group of people born roughly between the years of 1965 and 1980, or those who followed directly after the baby boom; emotionally/mentally affected by the economic downturn in the '90s, differ in their ability to participate in the new economy/technology

Perceived Age

How old a person believes they are; measured on feel-age (how old a person feels) and look-age (how old a person looks)

Subculture

Members of a group within a society who share experiences that set them apart from other groups

Consumer Identity Renaissance

The redefinition process people undergo when they retire, of which there are two types: revived (revitalization of previous identities) and emergent (pursuit of entirely new life projects)

Multi-generational Marketing Strategy

The use of imagery that appeals to consumers from more than one generation

Baby Boomer

Those born between 1947-1966 and representing the largest age cohort in Canada; children on the second world war, of a strong peacetime economy , have the ability to make fundamental change within our culture and economy

Generation Y

Those born between 1980-1995; represent a large portion of international countries population, are ethically diverse, socially conscious/aware, technologically savvy

Woodstock Generation

Those who were teenagers during the 1960s and 1970s; created an evolution in style, politics, popular culture and consumer attitudes

Social Aging Theory

Trying to understand how society assigns people to different roles across the lifespan

The Grey Market

Typically refers to people aged 65+ and are considered 'senior citizens'