Consuming Modernities: the Global Youth Segment As a Site of Consumption

Dannie Kjeldgaard, University of Southern Denmark
Soren Askegaard, University of Southern Denmark
EXTENDED ABSTRACT - In the marketing literature youth has been held up as the prototypical example of a global segment (see for example Hassan and Katsanis 1991, Tully 1994, Marketing News 2002). The basis for the excitement about the youth segment (under various names such as the 'teen segment’, the 'Gen X’ culture’, 'baby busters’, 'the MTV Generation’ etc.) largely stems from the allegedly uniform consumption habits of young people all over the world B their clothing, music tastes, and media habits.
[ to cite ]:
Dannie Kjeldgaard and Soren Askegaard (2004) ,"Consuming Modernities: the Global Youth Segment As a Site of Consumption", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 104-105.