Noble, Stephanie M.; Haytko, Diana L.; Phillips, Joanna - In: Journal of Business Research 62 (2009) 6, pp. 617-628
Generation Y (individuals ages 14-31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18-22) who are in the highly...