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Japanese Materialism A Comparison Between the New Breed and Second Babyboomer Agecohorts

Japanese Materialism A Comparison Between the New Breed and Second Babyboomer Agecohorts Japanese materialistic behavior and consumption trends are examined by comparing agecohort differences between the Japanese new breed and second babyboomer agecohorts. Price perception, brand loyalty, and shoppinginformation sources of the two agecohorts are also assessed. Results suggest that the Japanese new breed is more materialistic, sensitive to prestige, brand loyal, and likely to use media as their shopping information source as compared to second babyboomer. On the other hand, second babyboomers are less materialistic, value conscious, less brand loyal, and more likely to rely on wordofmouth communication as their information sources as compared to the Japanese new breeds. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Asia Business Studies Emerald Publishing

Japanese Materialism A Comparison Between the New Breed and Second Babyboomer Agecohorts

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1558-7894
DOI
10.1108/jabs.2010.4.2.57
Publisher site
See Article on Publisher Site

Abstract

Japanese materialistic behavior and consumption trends are examined by comparing agecohort differences between the Japanese new breed and second babyboomer agecohorts. Price perception, brand loyalty, and shoppinginformation sources of the two agecohorts are also assessed. Results suggest that the Japanese new breed is more materialistic, sensitive to prestige, brand loyal, and likely to use media as their shopping information source as compared to second babyboomer. On the other hand, second babyboomers are less materialistic, value conscious, less brand loyal, and more likely to rely on wordofmouth communication as their information sources as compared to the Japanese new breeds.

Journal

Journal of Asia Business StudiesEmerald Publishing

Published: May 21, 2010

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