Issues for Exploration of Differing Values among Sub-groups of Young-Adult Consumers
Kelvyn Moore, Paul D. Berger, Bruce D. Weinberg
Youthful buyers in general, and college students specifically, have been raised in a credit card society; they grow up with debt and use credit freely (Manning and Smith, 2005). In prior generations, credit debt was reserved for only certain types of purchases: cars, houses, vacation trips, etc. Today, everyone enjoys owning multiple items as values are different than in the past. The demand of today‟s materialistic, “now,” society has changed the usage and application of why consumers make purchases. These days, the mantra of "buy now, pay later," is portrayed in the mass media and popular culture as primary new values of the "Just Do It!" generation. Too often, financial irresponsibility is portrayed as a being a rite of passage as youth make the transition to the personal responsibilities of adulthood. Personal satisfaction has become the driving force in consumer-purchase decisions. In reality, many youth find their personal relationships and professional careers ruined without an informed view of the power of plastic, and control of their wants vs. needs (Manning and Smith, 2005). This research looks at a providing a template for chronicling the changing in the values of society at large and adolescent consumer-behavior in particular, with respect to shopping, saving and spending habits. The focus is on how „got to have it now‟ may have ruinous effects on the long term picture that includes home ownership and higher education.
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