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

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Abstrakt

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.
OriginalsprogEngelsk
TitelNA - Advances in Consumer Research
Antal sider2
Vol/bind31
ForlagAssociation for Consumer Research
Publikationsdato2004
Sider104-105
StatusUdgivet - 2004
NavnAdvances in Consumer Research
Vol/bind31
ISSN0098-9258

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