A Psychographic Analysis of Generation Y College Students

by Joyce M Wolburg, James Pokrywczynski

 

 Told you I'll be back in no time

"Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that gender and a variety of personality traits such as introversion/extroversion affect both the perceived value of advertising as an information source and the relevance of depictions in the media. Depictions in movies and television were rated significantly better than depictions in advertising. Implications are drawn for both media planners and marketing strategists trying to communicate with this elusive group".

 This is an extract that I came across when I was conducting some research into Generation Y, and from this one paragraph it shows that Wolburg and Pokrywczynski really did analyse the Generation Y college students, the book could prove to be an interesting read, from this extract alone I can see that people that belong in Generation Y are resistant to advertising efforts, providing headaches for advertisers worldwide as they need to continually develop new ideas to get the attention and then to hold that attention, selling the Generation Y consumers the idea/dream behind your product, then having them buying into it.

 Mendeley. (2011). A Psychographic Analysis of Generation Y College Students. Available: http://www.mendeley.com/research/a-psychographic-analysis-of-generation-y-college-students/. Last accessed 18th Apr 2012.