Demographics of Age: Generational and Cohort Confusion

@article{Markert2004DemographicsOA,
  title={Demographics of Age: Generational and Cohort Confusion},
  author={J. Markert},
  journal={Journal of Current Issues & Research in Advertising},
  year={2004},
  volume={26},
  pages={11 - 25}
}
  • J. Markert
  • Published 2004
  • Psychology
  • Journal of Current Issues & Research in Advertising
  • Abstract A wide range of dates is accorded Baby Boomers, Gen-Xers, and Gen-Ys. The range of dates is compounded because the term cohort and generation are often used interchangeably when they measure distinctly different time periods, making it impossible to disentangle the group's size and their distinctive lifestyles. This complicates the ability of advertisers to target markets and can prevent product placement and even product development. A standard is set forth in this paper to more… CONTINUE READING
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