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Schein (1985) defines a career anchor as a person's perceived area of competence, values, and motives that he or she would not want to forfeit when faced with a career decision that might prevent him or her from fulfilling it. Hardin, Stocks and Graves (2001) utilized Schein's Career Orientation Inventory to determine the predominant career anchors of Certified Public Accountants (CPAs) and to investigate the relationship of CPA career anchor and job setting. This chapter builds on the Hardin et al. study and focuses on the younger professional accountant. This younger generation of accountants are part of the millennial generation, which prior research has indicated vary significantly in their wants, values, and desires for an employment situation. Based on the survey results, 46.1% of the millennials possess a Lifestyle career anchor, 18.0% possess a Security career anchor, and 12.4% possess a Service career anchor. Each of the other five career anchors were selected by fewer than 8.0% of the respondents. The results suggest the career anchors of today's millennial professional accountants differ from those of professional accountants some 15 years ago. In particular, the Security career anchor is far more prevalent than in the past, which suggests millennial accountants have an increased interest in job security. This research provides important information to organizations seeking to recruit and retain young accounting professionals. Similarly, young professionals should be aware of their career anchor, so they can manage their career choices, rather than conform to choices that others make for them.

The purpose of this paper is to obtain perceptions from three distinct millennial segments about human and nonhuman brands related to travel. Specifically, inter and intra relationships between human and nonhuman brand credibility and equity constructs were investigated.

Three millennial generational segments representing 571 respondents familiar with human and nonhuman brands, were investigated to explore their human and nonhuman brand credibility and equity perceptual issues. Structural equation modeling was employed to test the study hypotheses. Multi-group analysis was used to observe group differences.

Selected millennial segments were found to have differences in their behavior pertaining to human and nonhuman brand constructs. All hypotheses of the overall model were accepted. For group differences, a significant difference was observed. Gen Z was found to be different in emulating humans and their linked nonhuman brands when compared to both younger and older Gen Y segments.

Study findings contribute to the marketing and tourism branding literature, as do findings related to generational differences.

The authors suggested implications for hospitality and tourism marketing professionals under the headings of emotional attachment, entertaining content, use of social media and exploring brands online. Implications including multicultural, brands with strong values and engaging with brands can be helpful for hospitality managers in attracting millennials.

Social implications suggest behavioral differences related to three sub-groups of generational cohorts involving millennials.

This is the first study dedicated to observing millennial perceptions for human and nonhuman brands.

Using the millennial cohort the purpose of this paper is to assess differences in shopping mall behaviour between three intra-cohorts groups: adolescents (13–17), emerging adults (18–23) and young adults (24–30+).

Using a self-administered questionnaire, respondents were recruited through random customer intercepts at a major shopping mall in a capital city in Australia using a team of trained research assistants. After initial descriptive between group examinations, discriminant analysis was applied to verify group membership.

Results show significant differences between groups. Attitudes based upon mall attributes varied significantly, along with expenditure and other behaviour. The study provides evidence of transitional differences within a generational cohort as mall consumers mature.

It serves as a focus for researchers to more actively consider intra-cohort segmentation relating to other generational cohorts.

Findings show that emerging adults to be moving away from attending the mall, which means, this group may be lost if retailers are not more proactive in attracting them or at least maintaining them. Coupling this with the group’s transition towards young adulthood, and the fact that these young adults are less likely to go to the mall there is a degree of urgency to develop strategies to keep this transition group engaged if financially feasible.

This research is important to ongoing theoretical perspectives of cohort theory and life cycle positions through its application to a more nuanced examination of the millennials cohort.

Generation Z comprises the newest cohort to enter the workforce, and they not content to be the Millennials’ younger sibling. Born between 1997 and 2012, Gen Z’s identity is shaped by being the first generation to come into a post-9/11 world, by the effects of the Great Recession on their parents’ and families’ economic well-being, by the proliferation of technology and social media, by the specter of school shootings and violence, and by the current period of reckoning with past and present racial injustice. The defining moment for this generation, however, is entering adulthood during or in the wake of a global pandemic that significantly changed both education and industry. The confluence of this new generation of career entrants, the dramatically shifting job forms and careers (e.g., contingent work and the gig economy), and the post-COVID landscape of work provides a rich and compelling research agenda for management and human resource management as Gen Z enters workplace and progresses through their careers. Little academic research has examined this generation and its complexity, but the business community is very interested in preparing for the influx of Gen Z into their organizations and as consumers. Gen Z is diverse, global, and mobile. They are defined by their almost symbiotic relationship with technology, but surprisingly desire in-person connection. This generation was hard hit by the COVID-19 pandemic, in their education, finances, relationships, and well-being. They are a generation in flux. Future research directions are explored and presented.

This paper aims to analyze the relationship between watching dance and mood enhancement considering potential differences across gender and age brackets.

Exploratory research was undertaken through a personal survey, using a structured questionnaire on a large sample of young participants between 18 and 35 years old, split into generational cohorts (Millennials or Generation Y and Centennials or Generation Z). Quota sampling (gender and age) was the method used to select respondents.

Results show that after watching dance, more positive mood changes were observed in general. However, they were stronger among women and younger Millennials. These findings are important as they open a new area of study; show the effects of culture on people; and help design programming strategies to enlarge audiences.

The effects of specific forms of arts and cultural participation on people’s moods have been analyzed from a diversity of disciplines. In the case of dance, studies have tested this relation among practitioners (active participants) but not among viewers (attendees) as this paper does.

The purpose of this paper is to examine the travel motivations, perceived benefits of travel, and the utility of travel mediums among US millennials.

In order to further examine the homogeneity of millennial travelers, millennials were put into two subgroups based on their age and annual income. Data were collected in multiple phases, incorporating both qualitative and quantitative methodological approaches.

Results revealed that several significant differences exist between the proposed millennial subgroups, labeled “young and free millennials” and “professional millennials.”

Implications from this study include direction for both tourism marketers and destination suppliers based on the differences and perceptions of both groups and suggest millennials are not a homogeneous market.

Millennials are far from being part of a homogenous cohort. Therefore, the current study sought to examine differences in the benefits received from travel and the primary reasons to travel among distinct millennial segments.

While today's customer steadily adapts to various modes of shopping, their beliefs around fluency through each shopping channel, and personal factors such as income level, can impact their intention to patronage or purchase from omnichannel department stores. Hence, this study analysed the customers of omnichannel fashion department stores, using perceived fluency and income as indirect factors that help understand customers' patronage intention and purchase intention.

The overarching framework for this research is the theory of reasoned action, in which patronage and purchase intentions represent the specific likelihood-of-performance behaviours. A Seemingly Unrelated Regression model was empirically used to analyse the relationships between generational cohorts, income, and perceived channel fluency and the behaviours that lead to patronage intention and purchase intention. Researchers conducted a survey among 552 omnichannel fashion department store consumers to examine today's retail environment.

The results of this study suggest that (1) consumers between the ages of 50 and 69 years, including older Generation X and younger Baby Boomers, who earn between $60,000 and $79,999 in annual salary show a significantly positive relationship with both patronage and purchase intentions through perceived fluency and (2) consumers between the ages of 38 and 49 years, including older Millennials and younger Generation X, who earn between $80,000 and $99,999 in annual salary show a significantly positive relationship with purchase intention through perceived fluency

This study analyses correlations between a generational cohort, perceived fluency as moderated by income and the relationship between these variables and customers' patronage and purchase intentions, which has not been studied before.

Dubbed as the “first digital generation,” the millennials (or Generation Y) have been ensconced in digital technologies throughout their lives. As a demographic cohort, the eldest members of Generation Y were the first to reach adulthood by 2001, which heralded the third millennium, and were, therefore, called the millennials.

This research study theorizes that the millennials are ushering an emerging post-digital era that is redefining how we live, work, and play. By situating media consumption within a cross-disciplinary context of mediated engagement, this study analyzed how millennials consume media based on a 2019 meta-analytical research analysis of 22 cross-disciplinary studies, published between 2015 and 2019.

This research study analyzes how millennials curate and engage with digital media and information content in the midst of incessant evolutions of their identity, media use, and digital life. This study explicates six theoretical insights into how millennials consume information and engage with media. In their pursuit of easy access to media, the millennials get most of their information and media content from social media.

In theorizing how millennials engage with digital media, this study explicates important conceptual trends such as incidental news exposure (INE), which refers to people stumbling upon news stories they otherwise would not have purposefully seen or sought. INE spawns “bumpers” who involuntarily bump into news items, as opposed to “seekers” who actively search or seek news content. This leads to the news-finds-me mindset among some passive news consumers who rely and expect other active news consumers to share important news and information.

The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.

A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.

Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.

Models provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.

Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.

The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle.

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.