Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 118

The case mentions that since the 1950s there has been a cultural trend away from smoking. Young people today may have different perceptions and levels of exposure to the shifts in cultural norms dealing with smoking than those in other generations. Perform a brief interview with members of different generational groups to find out how perceptions may differ for different age cohorts. Compare and contrast their perceptions and stories of how smoking was normally treated in different periods of American history. Interviewees should be drawn from at least three of the following generations:
a. Pre-Depression generation
b. Depression generation
c. Baby boom generation
d. Generation X
e. Generation Y
f. Generation Z