TITLE

Teen spirit

AUTHOR(S)
Watt, Matt
PUB. DATE
March 2006
SOURCE
Brand Strategy;Mar2006, Issue 200, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
22096062

 

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