Generational Differences in Consumer Decision-Making Constructs

Reference groups supply the individual with a sense of group membership, and thereby social identity. In the consumer behavior literature, reference groups have been shown to impact not only individual purchases, the decision-making process, and attitude formation towards brands and products. Generational cohort theory argues that people who experience major life events during a similar point in time possess synonymous values, characteristics, and preferences that are manifested through individual behaviors. The goal of this study is to extend prior research by examining generational differences in various consumer decision-making constructs. The results were mixed as are discussed