Teen spirit

Watt, Matt
March 2006
Brand Strategy;Mar2006, Issue 200, p44
Trade Publication
The article reports on results of a study designed to examine the differences and similarities among young people which will give marketers a framework for targeting teenagers. Young people belonging in the mosher category are driven by their need to assert their freedom. Teenagers known as Cool Geeks are defined by their lack of defining attributes. Meanwhile, teenagers who are socialites respect celebrity endorsements and aspire to be trendsetters.


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