Keywords
generational cohort theory, reference groups, consumer decision-making, Millennials, Generation Z
Abstract
Generational cohort theory has been popular in the social sciences for decades, yet it remains a niche topic in the consumer behavior literature. Prior studies have found relationships between generational cohorts and various product categories. In this study, the relationship between generational cohorts and consumer decision-making constructs is assessed. A nationally representative survey was conducted. MANOVA and ANOVA analyses revealed relationships between generational cohorts and promotion focus, information acquisition, quality consciousness, compulsive buying, and consumer debt characteristics. A separate linear regression analysis showed significance between age and some of these decision-making characteristics. Limitations, implications, recommendations, and directions for future research are discussed.
Recommended Citation
Meyer, H. M., & Murphy, C. (2026). Consumer Decision-Making Constructs: Differences Among Generational Cohorts. Mountain Plains Journal of Business and Technology, 26(1), 1. Retrieved from https://openspaces.unk.edu/mpjbt/vol26/iss1/1
Date Accepted
3 December 2025
Date Submitted
6 November 2024
