2. CMO mainQuestion is : Why do YOUTH need to be conformed? âBecause they need to be certain and confident that they are doing, thinking, or feeling the correct and appropriate wayâ (Hogg & Vaughan, 2002) www.enterthelab.com
3. #3 YOUTH social needs : To be accepted Socially approved 3. Ambiguity reduced www.enterthelab.com
4. Itâs a fact to YOUTH:âadvertizing lies, friends donâtâ âwe choose brand based on what our Peer have choosenâ
5. Case Study: ASUS has special features for local gamers The games âfreakâcommunities who usethis particular brand are positioned as theâexpertâ among YOUTH. This âexpertâ segment isalso the main source of informational influence in term of laptop preference. www.enterthelab.com
6. www.enterthelab.com Case Study: Blackberry invaded rapidly without any excessiveadvertising or above the line attack. The process is simple. One member of the peer use blackberry, then : conformity happened. Sooner or later, another peer member will be on BBM
8. Slide Presentation By Youth Laboratory Indonesia Contributor: Muhammad Faisal AnggunIntan Tara Talita Mohammad Fadil Find out more Youth Insights on www.enterthelab.com