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...