Factoring for X: An Empirical Study of Generation X’s Materialistic Attributes
نویسنده
چکیده
Today’s market includes a penetrating segment commonly known as Generation X. This controversially complex cohort promises to give marketers a run for their money. Disagreement surrounding the segment is vast, encompassing everything from attitudes to more complex issues of their consumer attributes. Are they self-centered, demanding brats or savvy, welleducated individuals? In general, Generation X resents the “X” designation, Baby Boomers don’t understand them, and Generation Y resents having to follow them. Utilizing Richins and Dawson’s 1992 value-oriented materialism survey instrument, this research suggests that Generation X is not materialistic opposing Inglehart’s Theory of Value Change.
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