A Psychographic Analysis of Generation Y College Students

By J. Wolburg, J. Pokrywczynski. Journal of Advertising Research, 2001

440 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Unpacking the Millennials: A Cautionary Tale for Teacher Education (2007, neutral): “…the generation to overestimate their employability, desirability, skills and abilities, and manifests as unrealistic expectations for their supervising managers, for employment, and for career advancement (Chordas, 2001; Durrett, 2004, Gaylor, 2002; Wolburg & Pokrywczynski, 2001; Zemke, 2001).”
A consumer perspective of E-service quality (2005, background): “Wolburg and Pokrywczynski [131] state that the youth market is one of the most coveted of all segments due to the group’s spending power, ability to be trendsetters, receptivity to new products, ability to influence parental choices of major purchases, and the tremendous potential for becoming lifet”
Theory of Reasoned Action (2007, background): “The convenience sample consisted of 229 college students enrolled in a major university in the southeastern United States.”
Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement (2008, background): “In fact, this cohort is described as the most consumptionoriented of all generations (Wolburg and Pokrywczyniski, 2001).”
Motivating knowledge workers to innovate: a model integrating motivation dynamics and antecedents (2004, background): “Some of these differences have already been documented (Loughlin and Barling, 2001; Wallace, 2001; Wolburg and Pokrywczynski, 2001).”