ABSTRACT
The present study describes the leisure behavior of a distinct age group of eighteen- to twenty-five-year-olds that emerged in a consumer lifestyle study conducted in New Zealand in 2000 (Todd, Lawson, and Jamieson, 2001). It is a replication of a study conducted in 1995 (Todd, Lawson, and Faris, 1998) which, after clustering the data on a number of psychographic and personality variables, describes seven distinct market segments. In replicating this study in 2000, a distinct group of consumers emerged which is significantly characterized by the high proportion of eighteen- to twenty-five-year-olds associated with it, namely, the “young pleasure seekers.”
