AMTP Proceedings 2024
Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
The goal of this study is to extend prior research by examining generational differences in consumer behavior. Most consumer decision-making models describes five main stages: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase, and 5) post-purchase. Although various scales can be utilized in order to measure each stage of this process, the authors decided to focus on a promotion-focus scale for problem recognition, an information acquisition scale to measure information search, a quality-consciousness scale and a price-consciousness scale to measure alternative evaluation, a confused by over-choice scale and a compulsive buying scale to measure purchase, and a consumer debt scale in order to measure post-purchase.
DOI
10.20429/amtp.2024.36
Recommended Citation
Meyer, H. M., & Murphy, C. (2024). Consumer decision-making constructs: differences among generational cohorts. The 2024 Association of Marketing Theory and Practice Proceedings, 41. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/41
