search query: @all generation / total: 319
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| Author: | Wolburg, J. M. Pokrywczynski, J. |
| Title: | A Psychographic Analysis of Generation Y College Students |
| Journal: | Journal of Advertising Research
2001 : SEP-OCT, VOL. 41:5, p. 33-52 |
| Index terms: | STUDENTS ADVERTISING MARKETING |
| Language: | eng |
| Abstract: | Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/ extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. |
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