Skip to main content
padlock icon - secure page this page is secure

Marketing medium impact: differences between baby boomers and generation Xers in their information search in a variety of purchase decision situations

Buy Article:

$53.00 + tax (Refund Policy)

It has been suggested that differences may exist in how members of two generations respond to various marketing mediums. The conventional wisdom is that a new medium will either replace the old medium or it will not amount to anything. A third possibility, not yet entirely explained, is an interaction effect between the mediums. This third possibility suggests a correlation between the usage of different mediums. The personal computer provides easy access to the resources of the Internet and therefore has the potential for interaction and correlation with other mediums. The research reported here examines the differences in the utilization of different media as sources of information for a variety of purchase decisions. Data collection methods, analytical analysis and test results are reported herein. The authors suggest future research to clarify several issues identified in this study.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: March 1, 1999

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more