ADMS 3210 Lecture Notes - Lecture 10: Baby Boomers, Emo, Millennials

• School: York University
• Department: Administrative Studies
• Course: ADMS 3210
• Professor: Jodie Whelan

Document Summary

Trekkles, emo: age, age & consumer identity, more likely to have things in common others our own age, age cohort: group of consumers of same approximate age who undergone similar experiences, different generations. English/chinese/korean/etc: ethnic groups in canada, 200+ ethnic niche markets, british/french 2 largest ethnic markets, ethnic groups concentrated geographically. In addition to 2 canadian official languages chinese/italian/german/ukrainian most dominant mother tongues: ethnicity is a moving target, shifting proportions, ethnic intermarriages blurring boundaries, 13 million canadians report multiple ethnic origins. Ch 14 cultural influences on consumer behavior: culture accumulation of shared meanings/rituals/norms/traditions among members of organization/society, culture & consumer behavior. Individualism/collectivism: extent welfare of individual versus that of group is valued. Idolize certain people: contagion effect, essence transferred through physical contact, greater, more intimate contact greater contagion. Language big problem for marketers: back translation. Info first translated from original language target language & different interpreter retranslates back into original: catches errors, awareness of slang, global or local, standardized strategy.