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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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
Original languageEnglish
Title of host publicationNA - Advances in Consumer Research
Number of pages2
PublisherAssociation for Consumer Research
Publication date2004
Publication statusPublished - 2004
SeriesAdvances in Consumer Research


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