Youth Market Research Articles

Daniel Vaca, Evangelicals Incorporated: Books and the Business of Religion in America

American Religion 2, no. 1 (Fall 2020), pp. 214–216 Copyright © 2020, The Trustees of Indiana University • doi: 10.2979/amerreli.2.1.26 Book Review Daniel Vaca, Evangelicals Incorporated: Books and the Business of Religion in America (Cambridge, MA: Harvard University Press, 2019) Darren E. Grem University of Mississippi, Oxford, USA In Evangelicals Incorporated, Daniel Vaca casts book-buying and selling as the means by which conservative forms of evangelicalism became “the commercial religion of our time” (234). It is the flip side of Matthew Hedstrom’s The Rise of Liberal Religion: Book Culture and American Spirituality in the Twentieth Century (2012), which, in contrast, examined liberal Christians who used books to legitimize their intellectual, social, and political ventures. Vaca begins with two of the earliest evangelical book businesses: Revell and Eerdmans. “By the end of the 1880s,” Vaca writes, “many observers had come to see Fleming Revell’s company as the unofficial publication division of [Dwight] Moody’s expansive empire” (40). Revell “offered [a] robust book production infrastructure” and “the same respectability and legitimacy that Moody cultivated among his public” (41). After Revell revealed bookselling as effectively shaping the terms and conditions of who or what counted as “evangelical,” William B. Eerdmans’s outfit staked its claim to Reformed communities. During the Great Depression, Eerdmans built up a roster of writers and a sense of brand distinction that “provided fundamentalists and other ‘distinctive’ Protestants with a common commercial and cultural infrastructure” (76). Other book companies pursued a similar end, seeking to coordinate writers, book distribution platforms, Darren E. Grem 215 marketing and branding, and book-reading around an acceptable and sellable “religion” that Vaca equates with “evangelicalism.” Rejecting scholars “who have often described evangelicals as members of a religious ‘subculture,’” Vaca uses Eerdmans, Zondervan, and other booksellers to detail the twentieth-century evangelical “desire to saturate American society with their ‘distinctive’ brand of Protestantism” (99). Zondervan in particular took the commercial sphere by storm. Founded in 1931 by former Eerdmans associates , Zondervan worked feverishly to achieve “evangelical allegiance in the mass market” (97). This effort, of course, overlapped with the National Association of Evangelicals and Billy Graham’s concomitant crusade to legitimize conservative evangelicalism in post-World War II social and political spheres. Booksellers copped from mainstream trade organizations like the American Booksellers’ Association via the Christian Booksellers Association (CBA), which first held annual meetings in 1950. The CBA reinforced “an understanding of bookselling as a spiritual vocation rather [than] as mere business” while teaching “members to see their businesses as the primary means through which they might achieve their shared cultural priorities,” especially marginalizing non-fundamentalist interpretations of Christianity in the mass market (121). The first half of Vaca’s study is predominantly a top-down business history, detailing the boardroom decisions behind the earliest days of a “distinctive” (a word Vaca leans on) evangelical book industry. Vaca’s most original chapter is a transitional one, where he puts labor—most notably, women’s labor—at the forefront of the rising evangelical consumer market in books. “Before evangelical women worked for Wal-Mart,” he argues, “they worked in evangelical bookstores , where ideas about essential gender differences between men and women shaped the scope and style of evangelical women’s retail employment” (143). Major book publishers like Eerdmans and Zondervan all maintained male-led workforces while tapping women’s labor as essential to deducing what ordinary evangelicals bought and wanted to read. Similarly, an emerging youth market in the 1960s and 1970s granted new markets to evangelical publishers, especially as evangelical mothers equated what their children read with the most pressing social, sexual, and political matters of the day. Still, Vaca is careful to note that booksellers were not quite hard-nosed culture warriors. In suburban markets, especially in shopping malls, Zondervan especially pioneered what Vaca terms “ambient evangelicalism.” Using the insights of anthropologist Matthew Engelke regarding “religious forms that publics accept without question, but not without interest,” Vaca argues that bookstores by the 1970s and 1980s had established “a presence in people’s world without seeking deliberate or conscious commitment ,” thereby allowing “even more people to develop a general awareness of and sympathy” for the evangelicalism sold...

“The gift that starts a home”: marketing of the hope chest in the USA

PurposeThis paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl Graduate Plan. The Girl Graduate Plan is placed within its historical context to better understand the socioeconomic forces that contributed to its success for a considerable period but ultimately led to decreased demand for the product.Design/methodology/approachThe history of the marketing of hope or marriage chests draws upon primary sources located in the Lane Company Collection at the Virginia Museum of History and Culture. Secondary sources and images of advertising culled from Google image searches provided additional insight into the operation of the company’s Girl Graduate Plan.FindingsWhile the Lane Company benefitted in the form of increased sales, profit and brand awareness and loyalty from prevailing socio-economic trends, which supported the success of its Girl Graduate Plan, including targeting the youth market, this promotion ultimately fell victim to the company’s failure to stay abreast of social changes related to the role of women in society.Research limitations/implicationsLike all historical research, this research is dependent upon the historical sources that are accessible. The authors combined documents available from the Virginia Historical Society archives with online searches, but other data sources may well exist.Practical implicationsThis history investigates how one manufacturer, a leader in the North American industry, collaborated with furniture dealers to promote their products to young women who were about to become the primary decision makers for the purchase of home furnishings. As such, it provides an historical example of the power of successful collaboration with channel partners. It also provides an example of innovation within an already crowded market.Social implicationsThe hope chest as an object of material culture can be found in many cultures worldwide. It has variously represented a woman’s coming of age, the love relationship between a couple and a family’s social status. It has also served as a woman’s store of wealth. This history details how changing social values influenced the popularity of the hope chest tradition in the USA.Originality/valueThe history of the marketing of hope chests is an area that has not been seriously considered in consumption histories or in histories of marketing practices to date, in spite of the continuing sentimental appeal for many consumers.

PNS17 Experience and Prevalence of Iqos Heated Tobacco Product Among Adolescents in Taiwan

Heated tobacco products (HTPs), such as the “I-Quit-Ordinary-Smoking” (IQOS) heat-not-burn system, are openly sold in many countries. This study examined the extent to which IQOS products had penetrated the Taiwanese youth market by 2018.

The Image of Ecuador in the Chinese Youth Market: Tourist Preferences and Motivations

ABSTRACT Conducting studies on the image of a country and the preferences of tourists contribute to developing plans and programs for the benefit of a tourist destination. The current research constitutes an analysis of Ecuador’s image and the preferences of the Chinese youth market regarding this country. This empirical study used a questionnaire as data collection method, and the findings were analyzed with univariate and bivariate statistics. The results show that young Chinese tourists prefer to travel with friends and that their most valued motivations to visit Ecuador are related to knowing the nature, tasting the cuisine of the country, knowing new places, different cultures, and lifestyles, and enjoying the sun and the beach. Also, the types of tourism that Chinese citizens would like to do in Ecuador are nature tourism, sun and beach tourism, and urban tourism.

Smartphones, youth and moral panics: Exploring print and online media narratives in India

India is a rapidly growing youth market for smartphone technology. Accompanying the spike in Indian youths’ smartphone use is a proliferation of media coverage on the purported impact of smartphones on youths’ physical, psychological, and social well-being. We use a qualitative media analysis to show that the online and print media narratives around this issue reveal widespread fear and anxiety about youths’ smartphone use. We argue that this stems from a moral panic reaction to youths’, particularly young women’s, potential exercise of agency using their smartphones and accessing forbidden content over the internet. This narrative fails to include the potential affordances of internet access for youth and other marginalized people while also failing to address deeper concerns about digitization.

Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on Malaysian Generation Y consumers' purchasing of foreign brands

PurposeThe purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.Design/methodology/approachAn integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.FindingsWe position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.Research limitations/implicationsPurchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.Originality/valueThis article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

Analyzing big tobacco\u2019s global youth marketing strategies and factors influencing smoking initiation by Nigeria youths using the theory of triadic influence

BackgroundMajor transnational tobacco companies (TTCs) have identified Nigeria, the seventh most populous country in the world, as a market with a significant revenue potential, given its high youth population and growing gross domestic product (GDP). This research analyses tobacco industry-related strategies and activities targeting youth (aged 15 to 24 years) in Nigeria involving existing, but most importantly, future tobacco users. Nigeria is the focus of this study because the tobacco industry has viewed it as a major emerging market since the 1990s. Successful marketing in Nigeria could provide the industry with a template for similar initiatives in other emerging markets in low- and middle-income countries.MethodsThe research began with a systematic review of secondary literature to determine how the tobacco industry has targeted youth globally and factors contributing to youth smoking initiation. It then used the theory of triadic influence as a heuristic framework to categorize the various factors influencing youth smoking initiation and industry strategies related to increasing tobacco use among youths. Quotations from internal tobacco industry documents were organized into the three streams of the theory of triadic influence: biology/personality, social and cultural/environmental streams. A total of 12 interviews were conducted with 6 policymakers and governmental officials, 2 civil society organization representatives, a high school principal, a journalist and 2 researchers to investigate how the tobacco industry had targeted youth in Nigeria.ResultsThe findings indicate that TTCs have actively targeted youth in Nigeria since the 1990s, focusing on changing behaviour through the biology/personality, social and environmental/ cultural streams.ConclusionThe study suggests that Nigeria implement and vigorously enforce its 2015 National Tobacco Control Bill as well as a package of other measures to prevent tobacco companies targeting youth.

Millennial Generation Purchasing Behavior in Kupang: Tenun Ikat NTT

Tenun Ikat NTT as traditional apparel hasn't attracted the youth market yet especially millennial genera-tion. The millennial generation is a potential market that profitable for Tenun Ikat NTT industry. This re-search tries to answer the questions about attitude and repurchase intention of the millennial generation to buy Tenun Ikat NTT. The author predicts positive attitude and positive norm subjective effect repurchase intention of millennial generation toward Tenun Ikat NTT. This research uses a non-random sampling method (convenience sampling) in order to collect data. One hundred ten young people in Kupang were used as respondents (born in 1982-2000). Data were collected using a questionnaire (google form). This study uses SEM analyze to test the data. The result suggested model fully conforms to theory reasoned ac-tion, attitude and subjective norm had effect toward repurchase intention, fashion involvement and product personality had an effect toward attitude. The study result could be taken to count any policies that link all of the characteristics used in this study.

Perception, acceptance and willingness of older adults in Malaysia towards online shopping: a study using the UTAUT and IRT models

With the confluence of information technology era and the progressively aging society, the internet usage rate by older adults in Malaysia is growing at a substantial rate. Therefore, older adults are becoming an increasingly significant potential target market for electronic commerce. However, previous researchers have focused mainly on the youth market and paid less attention to the online behaviours of older adults. To bridge the gap, the objective of this research is to increase a better understanding of how the factors affecting the perception, acceptance and willingness of older adults in Malaysia towards online shopping. To this end, this study is developed by integrating the unified theory of acceptance and use of technology (UTAUT) and innovation resistance theory (IRT). They are applied to an original dataset of 200 responses from respondents that were collected through a survey.

Neighborhood Disparities in the Availability, Advertising, Promotion, and Youth Appeal of Little Cigars and Cigarillos, United States, 2015.

Between 2012 and 2016, sales of cigars increased by 29% in the United States. In small local studies, greater little cigar and cigarillo (LCC) availability and marketing has been documented in neighborhoods with a greater proportion of Hispanic or Latino and black residents, and near schools. This national study of cigarette retailers assesses whether LCC availability and marketing at the point of sale is associated with neighborhood racial, ethnic, income, and percent youth demographics. In 2015, we collected LCC availability and marketing data through retailer audits of a nationally representative sample of 2128 cigarette retailers. Using 2011-2015 American Community Survey census tract estimates, we modeled associations of neighborhood demographics (in quartiles) with availability of LCC-flavored products, and presence of exterior advertisements, youth marketing, and promotions. Nearly 90% of retailers sold LCCs, 83.0% sold flavored LCCs, and 30.9% had youth marketing. Controlling for retailer type and other neighborhood characteristics, neighborhoods with the highest proportion of black residents had significantly higher odds of flavored LCC availability (adjusted odds ratio [AOR] = 2.24, 95% confidence interval [CI] = 1.52, 3.30); exterior advertisements (AOR = 2.84, 95% CI = 1.94, 4.16); price promotions (AOR = 1.62; 95% CI = 1.07-2.45), and youth appeal (AOR = 1.49, 95% CI 1.08-2.08) compared to the lowest. Disparities in flavored LCC availability, exterior advertising, and youth appeal were also present for lower income neighborhoods. Neighborhoods with a greater proportion of black or lower income residents have greater flavored LCCs availability and LCC marketing. Without stronger LCC regulation, residents of these neighborhoods may be at a greater risk of LCC use. LCCs are harmful combustible tobacco products that are less regulated than cigarettes (eg, lower taxation, cheaper outlay due to small package sizes, availability of flavors), which makes them an affordable and appealing product to youth. This study documents greater availability, advertising, and marketing of LCCs in neighborhoods with a higher proportion of black or lower-income residents, potentially putting these populations at a greater risk of using or switching to these products in the face of increasing cigarette regulations. These findings underscore the need for local, state, and federal LCC regulatory action.

The Influence of Hedonic and Utilitarian Shopping Value Towards Consumer Behavioral Intention Among Youth Mall Shoppers

In the past decade, considerable amount of researches investigated the influence of hedonic and utilitarian shopping values on consumer behavioral intention. Accordingly, this has driven the current study to achieve its objective which is to determine the influence of hedonic and utilitarian shopping values on consumer consumer behavioral intention among youth in Malaysia. Embarking on the quantitative methodology, a survey is conducted among 469 university students who enrolled to a compulsory university course. The results showed that hedonic and utilitarian shopping values had positive influence on the youth consumer behavioral intention. This implies that shopping mall developers should consider hedonic and utilitarian preferences in terms of the design, selection of stores and functionality in creating a shopping mall particularly in serving youth market segment.

‘The Boys Can Kill’

In the late 1960s, Hollywood had the youth demographic in its sights. In 1969 Butch Cassidy and the Sundance Kid proved that Westerns could appeal to this market, and sparked a cycle of youth Westerns. The cycle framework provides a new lens to refocus this group of Westerns. When the films are situated alongside the other production trends and cycles of the period, as they were in the contemporary trade discourses, they emerge as part of a short-lived strategy for financing Western films that targeted the youth market. An industrial and discursive analysis of the marketing and reception of the youth Western cycle contributes to a more nuanced understanding of the New Hollywood period.

Evaluating the Thermal Conductivity and Q-Max Properties of Quick Dry Inner Wears

Thermal property is an importance factor of quick dry inner wears. This study aims to evaluate the thermal property of women’s quick dry inner wears in the market with different market position (Brand A: online brand; Brand B: general market and Brand C: youth market). The thermal property studied in this paper included (i) thermal conductivity and (ii) Q-max value (warm/cool feeling). The thermal conductivity and Q-max values were measured according to the standard of KES-F7. Thermal conductivity analysis showed that Brand B was the optimal product, while Q-max results indicated that both Brand B and Brand A had the best product in terms of quick dry property.

Mothers’ experience in caregiving for stimulant and hallucinogen drug-abusing adolescent

Substance abuse reaches the youth market (adolescents) even further in these past years. Impact of drug abuse covers wide aspects, particularly from stimulant and hallucinogen type of drugs. The role of parents, especially mother, is pivotal in caregiving for substance-abusing adolescents. Mothers are the closest people to their children, so the role of caregiving is particularly associated with them. The mother's experience has not been explored in-depth, so this study aimed to identify the description of a mother's experience in providing care for stimulant and hallucinogen drug-abusing adolescent. The study design was qualitative with a phenomenological approach involving eight participants. Data were collected by in-depth interview and analyzed using Colaizzi method. The study result identified six themes, including grieving response of mother of drug abusing adolescent, closest person's support provides motivation and strength for mother, seeking and maintaining recovery as mother's effort in providing care for substance-abusing adolescent, adolescent's behavior cause drug abuse becomes mothers' burden, adolescent's behavior as the effect of drug abuse influences mothers' psychological condition, and burden perceived by mother as a result of drug abuse by adolescents. The study result recommended that mother, as the closest person, plays a crucial role in seeking and maintaining recuperation of drug-abusing adolescent and as main focus of intervention due to substance abuse by the adolescent.

Features of consumer behavior when buying socially important goods

The place of a person in a particular society is largely defined by what and how theypurchase. This process is easily perceived by the reference group. Social group determines the motivationof a young person when they buy some kinds of goods. In this regard, a problem of social audiencemanagement through specific consumption and purchase models arises.The aim of the present study is modeling the purchasing process of goods that have a certain socialstatus on the youth market: mobile phones (smartphones) and fitness bracelet (trackers). The object ofstudy is the young audience; the subjects are the motives and determinants of consumer behavior duringdecision-making, and the principles of demand formation.Students of the Economics Faculty of the Peoples’ Friendship University of Russia (RUDN), Moscow,conducted the study of consumer behavior in April-May 2018. In-depth interviews and questionnaireswere used as methods of research.The following models of the consumer behavior processes were used: Stimulus-Organism-ResponseModel of Decision Making, the Foote, Cone and Belding Model, the Howard-Sheth model, andO’Shaughnessy studies.The results of the modeling process are the basis for creating marketing communication with consumerson a commercial basis and may be of interest to manufacturers and sellers of this type of productsin Russia.

Gender-based behavioral segmenting of the cellphone youth market

The purpose of this study is to investigate the existence of behavioural segments (clusters) among youth regarding the cellphone communication market in Finland. Specific cellphone behaviours are used as a cluster variate. The cellphone behaviours used are: 'necessity of modern times', 'cost efficiency', 'safety/security', 'dependency', 'negatives' and 'functionality', per Aoki and Downes's (2003) research on cellphone use. Separate behavioural clusters were devised for both males and females on the basis of the behaviours. Four unique behavioural clusters among the male respondents ('middle of the road', 'feature freaks', 'all important', and 'minimalists') and three unique behavioural clusters among the female respondents ('dependents', 'advanced users', and 'cost matters') were detected. Each cluster had a unique group of benefits sought, with no overlapping clusters between genders. After these clusters were identified they were then profiled using age, gender and the behavioural variables as profilers. This research serves to help market researchers and cellphone producers alike better understand how and why cellphones are used in the youth marketplace.

Factors Involved in Evaluating Health Services and Products

Health services and products are of paramount importance at reforming and improving the performance of health system. The evaluation of health services and products should be based on the therapeutic needs of the health care system. This paper focuses on the factors involved in evaluating health services and products. Various ailments /indications, definitions and products recommendations were identified and some factors for evaluating various health products and health services were also reviewed. The individual, community, government, health care givers or professionals and the general public were advised to be equipped and guided by these factors involved in evaluating health services and products in other to achieve sound physical, mental, emotional and social well being. Claims about health products can be persuasive and misleading. This paper has been designed to help individual, community, health care givers or professionals, government and the general public learn to evaluate information about health products, especially those that target the youth market. Thus health services and products are those self growth tools for those seeking to improve their health and wellness through herbal supplement, over -the-encounter drugs, mental enrichment, and physical fitness product (such as exercycle exercise), arthro-aquatic fitness system, treadmills, total-body elliptical cross-trainers , wheel chair bike. These groups of people highlighted above are consumers of a range of health products and services throughout their lives, hence, it is important that they gain the knowledge and skills to select and evaluate those that will best meet their health needs.

What drives consumer choice of Islamic banking services in the United Arab Emirates?

PurposeIslamic banking (IB) has witnessed remarkable growth in the past decade. The purpose of this study is to explore some factors that are influencing the choice of Islamic banking and finance (IBF) products and services in the United Arab Emirates (UAE), a predominantly Muslim country.Design/methodology/approachStudents enrolled at a university located in a major emirate in the UAE were asked to respond to a survey on factors underlying their decision to open an account at an Islamic bank. Responses were analyzed using descriptive statistics, analysis of variance and regression analysis.FindingsResults indicate that the decision to open an account with an Islamic bank is influenced by consumer expectations regarding the conformity of the bank’s operations with Islamic principles, as well as consumers’ Arab language skills. Variables such as consumers’ nationality, gender, education and familiarity with IB do not have a significant influence on the decision to open an account at an Islamic bank.Research limitations/implicationsThe study focuses on university students from a certain Emirate only, which somewhat limits the generalizability of the research results. Nevertheless, the findings of this study may potentially provide some practical insights for further improving and promoting IB, with special reference to the UAE youth market segment.Originality/valueThe research is original in nature, particularly as there have not been many instances where the choice of potential consumers (university students) regarding IB and finance services has been explored within the IB sector in a predominantly Muslim nation such as the UAE, an emerging Gulf economy. Consequently, the research findings have important implications for Islamic banks operating in a predominantly Islamic environment.

Trends in Indian Automotive Industry

Demographically and economically, India's automotive industry is wellpositioned for growth, servicing both domestic demand and, increasingly, export opportunities. Rising prosperity, easier access to finance and increasing affordability is expected to see four-wheelers gaining volumes, although two wheelers will remain the primary choice for the majority of purchasers, buoyed by greater appetite from rural areas, the youth market and women. Manufacturers are already planning for the future: early advocates of technological and distribution alliances have yielded generally positive results, enabling domestic OEMs to access global technology and experience, and permitting them to grow their ranges with fewer financial risks. The paper is based on information obtained through secondary sources.

Tranzicija pop kulture iz potrošačkog u hiper­potrošačko društvo

The author of this paper deals with the turbulence of pop culture in a transition from the industrial-mass production to the post­industrial post-cultural hyper-consumer society. The first section identifies the consumer mentality of a consumer, preoccupied by the consumption of material and symbolic goods, and of a turbo­ or hyper-consumer, who has raised consumption to the level of fetish. In both cases consumption could not function without marketing, advertising and creation of brands. Following a comprehensive analysis of the general characteristics of consumption (in the industrial stage of society) and hyper-consumption (in the post­industrial stage), the author uses sociological instruments to observe the consumption of popular cultural contents - film, television and various genres of popular music in particular. The section titled 'Rock - from the music of rebellion to a market item' examines the transformation of rock music and different manners of its perception, from its first notes to this date. The author analyses the post­war youth market, including the industry of records, cassette tapes, CDs, music videos and other media. The economy of rock-n-roll and the commercial basis of this music have subjected rock to great temptations, leading to its double life, which on the one hand, serves the purpose to meet the tastes and expectations of a large and demanding audience, and on the other, to make profit so as to satisfy the insatiable appetites of various business people, music producers, organizers and managers.