Proposes a new approach to segmenting which is based on mindset rather than on gender, age or lifestyle. Distinguishes four different primary play dimensions, which correspond to four mindsets: the play dimensions are inner‐directed, other‐directed, reality, and fantasy, and these correspond...

Analyses how the basic similarity of youth culture worldwide allows marketers to segment it across a four‐quadrant lifestyle matrix: the quadrants are In‐Crowd, Pop Mavericks, Networked Intelligentsia, and Thrill Renegades. Shows how this results from dividing young people by the oppositions...

Purpose – This paper seeks to understand the significance and role that music plays in adolescent socialization with a view to developing better segmentation and targeting of this fickle and demanding group of consumers. Design/methodology/approach – The study adopts a qualitative approach...

Purpose – The luxury market in China has grown significantly in recent years. One unique characteristic of luxury consumers in China is their youth. While exploratory in nature, this study aims to identify and offer a meaningful understanding of different segments of young luxury consumers in...

Purpose – This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens of liminality and its implicit elements, the notion of boundary creation inherent in age‐based market...