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Significant differences were found between the Veterans and the other younger cohorts.The major rationale for this is that the Baby Boomer influence on the two younger cohorts is very strong and associate professor at the West Chester University of Pennsylvania, earned her Ph D in Marketing from Kent State University.With the life expectancy age of 77.4 years, concerns about the long-term impact on the solvency of social security have arisen.

Validation of cohort differences has been accomplished by various studies.Schuman and Scott asked over 1,400 Americans(1) to think of national and world events and changes over the last 50 years that were especially important and(2) reasons why many people reported events and changes that occurred during their youth.More recently, the definition of cohort effects has been transformed by marketers.They distinguish the difference as the effect of growing up during a specific time period versus an age effect that occurs due to maturation or chronological age.Prior to earning her degree she held a variety of positions in market research firms.

Her current research interest focuses on segmentation and service quality and how these factors influence a company's ability to extract value from its consumer base.

The reasons for this popularity, according to Glenn, are(1) the wealth of data available to refine market segmentation and(2) ‘its usefulness in addressing substantive issues relating to aging and social and cultural change’ (p. The major reason for this situation, according to many people, has been the Baby Boomer cohort (born between 19) who through its sheer size and influence on the American culture has transformed marketing and redefined concepts like work, retirement and family. Mannheim used the term in the 1920s to explain political attitudes and behaviour of German youth, specifying a critical time period of ages 17–25 when people are most impressionable to social and political events.

using historical movements such as the Protestant Reformation and the French Revolution as examples to support the contention that this conflict stems from young adults who are idealistic, critical of the adult world and therefore impelled by change.

The popularity of cohort analysis is very evident today.

Newspapers and business journals often print articles about the differences in marketing towards cohorts.

These memories are related to future actions, Schuman and Scott state ‘these deep personal feelings related to this event are a crucial element in the translation of experience into future action’ (p. Further validation has been found through studies looking at nostalgia preferences.