Targeting the Millennial Generation
نویسندگان
چکیده
From a critical analysis of Howe and Strauss (2000; 2003) theory of recurrent cycles of generations in History, we intend to extract useful Advertising principles that can be applied when aiming at Millennials as consumers. Noting that the notion of “generational trait” resembles the empirically validated concept of “cohort effect”, we find Howe and Strauss ideas to be very compelling, and useful, when it comes to find guidelines that allow for an understanding of generational variations on consumer behaviour.
منابع مشابه
Cultural Values and Career Goals of the Millennial Generation: An Integrated Conceptual Framework
This paper aims to develop a conceptual framework of the influence of cultural values on career goals of Millennial generation in Malaysian workforce. The millennial generation refers to individuals who were born in 1980 to 1995. This study is based on reviews of past researches on career goals of employees specifically the millennial generation. To conduct the literature reviews, several keywo...
متن کاملTraining the Millennial Generation : Implications for Organizational Climate
As the millennial generation enter the workforce it is becoming increasingly essential that members of the workforce understand this generation. Understanding how the millennial generation learns can assist trainers and instructional designers in creating effective training programs. This article addresses these concerns through a review of current literature on training millennials. Two resear...
متن کاملA study of the information search behaviour of the millennial generation
Introduction. Members of the millennial generation (born after 1982) have come of age in a society infused with technology and information. It is unclear how they determine the validity of information gathered, or whether or not validity is even a concern. Previous information search models based on mediated searches with different age groups may not adequately describe the search behaviours of...
متن کاملComparing millennial and generation X medical students at one medical school.
PURPOSE Two main generational cohorts comprising students enrolled in medical schools today are Generation Xers (born 1965-1980) and Millennial students (born 1981-1999). A subset is Cuspars (born 1975-1980), who share traits with both generations. Population theorists ascribe different personal characteristics, attitudes, and preferences to each group. The authors examined whether selected cha...
متن کاملWeb-Based Recruitment 2 Web-Based Recruitment in the Millennial Generation: Work-Life Balance, Website Usability, and Organizational Attraction
Web-Based Recruitment in the Millennial Generation: Work-Life Balance, Website Usability, and Organizational Attraction Abstract In this digital era, traditional recruitment efforts have increasingly been supplemented with or replaced by recruiting applicants on the Web. Concurrently, organizations are increasingly adapting to younger individuals from the Millennial generation as they enter the...
متن کامل