Viswanathan, Vijay; Jain, Varsha - In: Journal of Consumer Marketing 30 (2013) 6, pp. 484-492
Purpose – We do not yet have a good understanding of how generation Y makes decisions. Since this segment will soon … framework on generation Y decision making. Design/methodology/approach – The dual-system approach states that individuals use a … discussions with generation Y is integrated with this approach. Findings – Generation Y has an active heuristic-based system 1 …