A Pychographic Analysis of Generation Y College Students

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.

A Psychographic Analysis of Generation Y College Students

Joyce M. WolburgMarquette University andJames PokrywczynskiMarquette University

Marketers' newest generation – Generation Y – is believed to have unique characteristics that are different from preceding generations. This belief in generational uniqueness is not new: it is rooted in an 80-year history of targeting American youth and searching for insights into their psyche. According to historians Hollander and Germain (1992), marketers as early as in the 1920s recognized the value of the 'youth market' (Giles, 1922), and they regarded the college market as one of the most coveted of...

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