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| consists of people of similar ages who have similar experiences |
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| multigenerational marketing strategy |
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| using imagery that appeals to consumers from more than one generation |
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- autonomy vs belonging
- rebellion vs conformity
- idealism vs pragmatism
- narcissism vs intimacy
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| 4 basic conflicts of teens |
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| value both being footloose and connected to their peeps 24/7 |
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| totally at home in 'thumb' culture that communicates online and by cell phone |
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- autonomy: lead active lifestyles and self-sufficient
- connectedness: value bonds with friends and family
- altruism: want to give back to the world
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| 3 key values relevant to mature consumers |
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| echo boomers or millenials |
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| try to understand how society assigns people to different roles across the life span |
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| this perspective views behavior at any stage in life or given point in time as the product of one's actions or responses to earlier life conditions and the way the individual has adapted to social and environmental circumstances |
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