The Impact of Generational Cohorts on Status Consumption: An Exploratory Look

Document Type

Conference Proceeding

Publication Date

2011

Publication Title

Advances in Marketing: Sensory Marketing-The Next Frontier

ISBN

9780984088423

Abstract

This paper compares the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials). The study finds significant differences in the level of status consumption by generational cohort. The average level of status consumption was highest for Generation Y, followed by Generation X and then Baby Boomers. In looking at the significance of these differences between individual cohorts, there was a significant difference between Generation Y and Baby Boomers. For luxury marketers, this suggests they consider the Generation Y generational cohort as a potential market segment.

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