Surveys a region which is fast‐growing, interesting and diverse from a marketing viewpoint. Warns of pitfalls in Latin American research because of the region’s complexity and its difference from developed countries, and outlines the basis of the current research in terms of subjectivity (self) and sociality (culture). Shows the contrasting demographic statistics for various Latin American countries. Discusses the influences on youth attitudes, beliefs and behaviour: identity and groups, the family (still the cornerstone of Latin American society), marriage and divorce, the increasing rate of change, the increasing importance of the mass media, and the growth in consumption.
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