Consuming Modernities: the Global Youth Segment As a Site of Consumption
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.
Citation:
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.
Authors
Dannie Kjeldgaard, University of Southern Denmark
Soren Askegaard, University of Southern Denmark
Volume
NA - Advances in Consumer Research Volume 31 | 2004
Share Proceeding
Featured papers
See MoreFeatured
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
Featured
When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Featured
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK