Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and consumerism

Volume: 17, Issue: 6, Pages: 481 - 497
Published: Nov 1, 2000
Abstract
The purpose of the current study was to compare and contrast various marketing‐ and consumer‐related attitudes and behavior across the baby boomer (those born between 1946‐1964) and baby buster (those born between 1965‐1976) generations. Study results suggest that baby busters, compared with baby boomers, are more favorably predisposed toward marketing and advertising. It was also found that the two generations differ in their understanding of...
Paper Details
Title
Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and consumerism
Published Date
Nov 1, 2000
Volume
17
Issue
6
Pages
481 - 497
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