Contents: Introduction to youth marketing to digital natives -- 1. Why youth culture beats age segmentation when it comes to marketing to young consumers -- 2. From age segmentation to "segmenculture": Introducing a new segmentation method based on the youth culture criterion -- 3. How do youth...

Researchers of youth risk behavior frequently assume that behavior is volitional; the choice is to either engage in a risky behavior or a safe alternative. Yet, many factors may constrain life choices, not the least of which is how individuals view risk. The study here examines youth risk...