A dual-system approach to understanding “generation Y” decision making

Vijay Viswanathan · Varsha Jain

96 citations0/0 files storedJournal of Consumer Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics Generational Differences and Trends

Abstract

Purpose – We do not yet have a good understanding of how generation Y makes decisions. Since this segment will soon wield greater influence in the market place, the purpose of this paper is to carry out an exploratory analysis and develop a framework on generation Y decision making. Design/methodology/approach – The dual-system approach states that individuals use a heuristic-based process (system 1) and/or an analytic-based process (system 2) to make decisions. Evidence from six focus group discussions with generation Y is integrated with this approach. Findings – Generation Y has an active heuristic-based system 1. However, they tend not to evaluate options on their own, i.e. system 2 is “lazy”. Instead, friends, family and digital media play the role of a “proxy” system 2. Research limitations/implications – A limitation is that the study uses data from a small sample of individuals in one country and uses only one methodological approach. Practical implications – Digital media is a vital component of the analytical “proxy” system 2. Therefore, reallocating advertising efforts from traditional media to digital media is perhaps one reason for declining differentiation between brands. Brands that compete on tangible attributes should target individuals designated as “product experts” by their friends. Originality/value – The study identifies different factors and the role they play in influencing generation Y's decisions. The paper has important implications for academics and marketers interested in understanding how generation Y makes decisions.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 96 citations exist upstream.

References

1984Case Study Research: Design and Methods 1998Basics of qualitative research : techniques and procedures for developing grounded theory 2004Case Study Research 2011Thinking, Fast and Slow 1994Marketing Research: An Applied Orientation 2000Individual differences in reasoning: Implications for the rationality debate?1993When to Use Focus Groups and Why 2004The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

Cited by

2017Generation Y’s positive and negative eWOM: use of social media and mobile technology 2020Indonesian Millennials’ Halal food purchasing: merely a habit?2018Generation X versus Millennials communication behaviour on social media when purchasing food versus tourist services 2021Why retail investors traded equity during the pandemic? An application of artificial neural networks to examine behavioral biases 2018Enhancing brand equity through emotions and experience: the banking sector 2014

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.