Nonconformity Advertising to Teens

Yeqing Bao and Alan T Shao

Nonconformity advertising delineates consumers' characteristic of nonconformity and stresses that even those consumers with a strong need for nonconformity favor the focal brand.

Nonconformity Advertising to Teens

Yeqing BaoUniversity of Alabama andAlan T. Shao University of North Carolina

Americans prefer to give names like 'Baby Boomers,' 'Generation X,' and 'Generation Y' to generations to describe certain time periods. The Baby Boomers are those U.S. citizens born between 1946 and 1964. During this time period, over 76 million people were born in the United States. In the 1980s, when many of the boomers found high-paying jobs, they were characterized as being massive in numbers and a group that sought to show off their wealth through material possessions. Generation X are...

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