Do generational membership and psychographic characteristics influence positive word of mouth in a university context?

The specific question that this paper seeks to answer is: do psychographic culturallyanchored values act as antecedents to positive word of mouth intention independently of an individual\u27s generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y\u27s positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X\u27s had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni