Youth and Consumption
eBook - PDF
Available until 19 Jan |Learn more

Youth and Consumption

  1. 345 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF
Available until 19 Jan |Learn more

Youth and Consumption

About this book

The global youth market is important to international marketers, educators, and policy makers because of its growing purchase power, homogeneity, and its readiness to accept new innovations. This book explores the interplay of the youth segment and the market environment. It employs a variety of research methodologies to analyze how young people in Hong Kong interact with various consumer socializing agents, including parents, peers, media celebrities, government publicities, media contents, and advertisements. With evidence-based advice on how to communicate with the youth in the context of consumption of products, services, and ideas, this volume will prove to be a very useful reference to a wide range of readers, including marketing professionals, counselors, and educators who work closely with young people as a unique group of target audience.

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Yes, you can access Youth and Consumption by Kara Chan in PDF and/or ePUB format, as well as other popular books in Social Sciences & Sociology. We have over one million books available in our catalogue for you to explore.

Table of contents

  1. 1. Youth as Consumers
  2. 2. Parents and Friends as Socializing Agents
  3. 3. Social Comparison with Peers and Media Celebrities
  4. 4. Marketers and Retailers as Socializing Agents
  5. 5. Use of Traditional and New Media
  6. 6. Advertisements for Young People
  7. 7. Attitudes toward Advertising
  8. 8. Television Commercials Liked and Disliked
  9. 9. Branded Goods: Perceptions and Ownership
  10. 10. Young People and Public Service Advertising
  11. 11. Consumerism and Materialistic Value Orientations
  12. 12. Undesirable Consequences of Consumption
  13. 13. Youth and Consumption in Hong Kong: Summary, Conclusions, and Implications
  14. References
  15. Index