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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 12: Subcultural Influences and Age Cohorts
- To consider subcultures, in particular those based on age and ethnic or national identity.
- To focus on the three most important ethnic subcultures in the United States: African-American, Hispanic-American, and Asian-American consumers.
- To describe the nature of subcultural influences.
- To consider key age cohorts: the mature market, baby boomers, Generation X, and Generation Y.
- To consider subcultures of consumption.
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