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Look At Me refers to a pattern of responses most often associated with youth and rebellion from the family or household. They are looking for fun and freedom away from the family, being a part of ‘their generation’ and the in-crowd of their peers. They are fashion and trend conscious, wishing to stand out from their parent’s generation but are very conscious of conforming to their peer group.
While this pattern of responses is more often found among teenagers, trying to ‘stand out’, seeking recognition by the family for being ‘grown up’ can occur at any time in a person’s life. Being very active socially, they prefer going out and partying to staying at home.
They like to be seen as ‘outrageous’ and taking part in ‘cool’ or ‘hip’ activities. Short-term thinking also features strongly in this segment, looking at getting jobs (rather than having a career) and working for wages (9-5), rather than ‘salaries’ which carry more responsibility.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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