Gen Buy How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

ISBN-10: 0470400919
ISBN-13: 9780470400913
Edition: 2009
List price: $16.99
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Description: This book is the first in-depth look at what motivates young people to buy certain products and reject others. The authors will use shopping-already an activity packed with psychological meaning-as a lens to understand how our culture at large will  More...

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Book details

List price: $16.99
Copyright year: 2009
Publisher: John Wiley & Sons, Limited
Publication date: 9/18/2009
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.012
Language: English

This book is the first in-depth look at what motivates young people to buy certain products and reject others. The authors will use shopping-already an activity packed with psychological meaning-as a lens to understand how our culture at large will be impacted by this influential generation. With unique insight into the hearts and minds of Gen Y, Yarrow and O'Donnell show how this group will continue to turn traditional sales and marketing upside down, and the authors make well-supported predictions for the future. From the music industry's fast-declining sales of CDs in favor of digital downloads, to grandparents playing with Wiis, to the booming green movement, Gen Y's stamp is already pervasive.

Introduction
Gen Y Is from Mercury
They Shop Like They�re from a Different Planet Than Their Parents�, Too
The Whys Behind the Buys
The Lives, Minds, and Hearts of Today�s Tweens, Teens, and Twenty-Somethings
Sex, Love, and Shopping
Influence: The Force That Is Gen Y
What Works with Gen Y
Adapting to Gen Y�s Shopping Preferences and Power: Views from Our Experts
Notes
Acknowledgments
About the Authors
Index

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