Nonconformity Advertising to Teens

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...