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A new generational cohort is emerging from the Millennial market segment as a result of cataclysmic events that have occurred since 2008. Interviews with college upperclassmen in the United States identified significant events influencing their values, the values arising from these events, and new values not associated with older Millennials. The most important events identified included the Great...
Antismoking campaigns have traditionally ignored the differences between social and regular smokers. This paper reports the results of three studies: interviews with 17 college students describing themselves as social smokers, a survey verifying the interview results with a larger sample of undergraduates, and an experimental test of advertising appeals based on the survey results. In the interviews,...
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