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Communicating with the cohort: Exploring generation XASIA s attitudes towards advertising
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posted on 1999-01-01, 00:00 authored by Mike Ewing, A Caruana© 1999 by The Haworth Press, Inc. Rapidly changing demography, coupled with unprecedented economic growth, make Southeast Asia a particularly important target market. Representing almost a quarter of all Asian consumers, 20-to-30 year-olds are attracting considerable attention from both MNCs and regional marketers. What makes this segment particularly interesting is their real and perceived values and orientations towards marketing. Labeled 'Generation X' in North America and elsewhere, popular belief is that 20-to-30 year-olds are generally cynical, pessimistic and 'anti-advertising.' This stereotype has to some degree found its way into Asia. This study sets out to investigate the validity of the Generation X proposition in Asia, and to shed some light on Asian Xers and their attitudes towards advertising.
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Title of book
Consumer behavior in Asia : issues and marketing practiceChapter number
3Pagination
41 - 54Publisher
International Business PressPlace of publication
New York, N.Y.ISBN-13
9780789006912Language
engPublication classification
B Book chapter; B1.1 Book chapterExtent
6Editor/Contributor(s)
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