Boomers and their Babies: An Exploratory Study Comparing Psychological Profiles and Advertising Appeal Effectiveness Across Two Generations

Abstract

In two studies, consumer values, personality traits, and responses to various advertising appeals were examined for intergenerational differences between Baby Boomers and Generation Y. As hypothesized, Gen Y consumers displayed higher levels of materialism and brand-signaling importance, and lower levels of religiosity than did Baby Boomers. Gen Y consumers also showed higher levels of self-monitoring and lower levels of dispositional guilt and empathic concern. With respect to advertising appeals, Gen Y consumers reported more positive attitudes toward image, extravagance, sex, and greed appeals than did Baby Boomers. Practical implications of these findings and ideas for future research are presented.