Defining - values and groups

Individualistic: Generation X came of age in an era of two-income families, rising divorce rates and a faltering economy. Women were joining the workforce in large numbers, spawning an age of “latch-key” children. As a result, Generation X is independent, resourceful and self-sufficient. In the workplace, Generation X values freedom and responsibility. Many in this generation display a casual disdain for authority and structured work hours. They dislike being micro-managed and embrace a hands-off management philosophy.

Technologically Adept: The Generation X mentality reflects a shift from a manufacturing economy to a service economy. The first generation to grow up with computers, technology is woven into their lives. As law firms and corporate legal departments integrate new technological tools, Generation X has learned and adapted. This generation is comfortable using PDAs, cellphones, e-mail, laptops, Blackberrys and other technology employed in the legal workplace.

Flexible: Many Gen Xers lived through tough economic times in the 1980s and saw theirworkaholic parents lose hard-earned positions. Thus, Generation X is less committed to one employer and more willing to change jobs to get ahead than previous generations. They adapt well to change and are tolerant of alternative lifestyles. Generation X is ambitious and eager to learn new skills but want to accomplish things on their own terms.

Value Work/Life Balance: Unlike previous generations, members of Generation X work to live rather than live to work. They appreciate fun in the workplace and espouse a work hard/play hard mentality. Generation X managers often incorporate humor and games into work activities.

Groups

A group is two or more individuals who share a set of norms, have role relationships,and experience interdependent behaviors.

groups influence the socialisation process--i.e., they influence what we learn and how we behave

Why people like being in groups. As animals humans are social keeping together for a number of reasons;
-Support from others, this maybe in decision making. whats the best option to go for. (modern day, people like reading reviews on youtube and they can comment.. )
- Fear of neglect, not being bale to fit in and what it would entail of not being in the group. (loneliness maybe)
- importance of the membership, have a keen interest in a area of social pleasure.  

Where do values come from? 

(Source: Intergenerational value system Engel 1986in Evans etal, 2009)

How they effect buying process.