Marketing managers in the US have long been concerned with how to reach young consumers most effectively and how to present important information. This research demonstrates how the information search and risk reduction strategies of Millennials differ from older consumers. Findings from a...

Marketing managers in the US have long been concerned with how to reach young consumers most effectively and how to present important information. This research demonstrates how the information search and risk reduction strategies of Millennials differ from older consumers. Findings from a...