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Japanese materialistic behavior and consumption trends are examined by comparing age‐cohort differences between the Japanese “new breed” and “second baby‐boomer age‐cohorts”. Price perception, brand loyalty, and shopping‐information sources of the two age‐cohorts are also assessed. Results suggest that the Japanese new breed is more materialistic, sensitive to prestige, brand loyal, and likely to use media as their shopping information source as compared to second baby‐boomer. On the other hand, second baby‐boomers are less materialistic, value conscious, less brand loyal, and more likely to rely on word‐of‐mouth communication as their information sources as compared to the Japanese new breeds.

The purpose of the paper is to examine the relationship between two age cohorts within the baby boomer group, younger baby boomers (born between 1956‐1965) and older baby boomers (born between 1946‐1955), based on various behavioral variables. It is postulated that, even though this group is exceedingly large in number, there are more similarities than differences among its younger and older members.

The study sample was a convenience sample and consisted of 295 respondents who were in the 40‐58 age category. A questionnaire was administered with scales that were well established and that have been used in previous research.

With the exception of cognitive age, there were no significant differences between younger and older baby boomers regarding a large number of salient behavioral variables. This conclusion suggests that marketers use caution when applying the widely accepted age segmentation strategy of splitting baby boomers into younger and older boomers.

The results of this study caution the marketer in further dividing the baby boomers group based on cohort segmentation. The results of this study suggest that cohort segmentation is a viable beginning for dividing consumers into groups, but that other demographic and/or psychographic methods need to be considered in subsequent segmentation efforts for baby boomers.

The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA.

A total of 50 female participants aged 41‐65 were asked to view two print advertisements: one showing activewear apparel worn by a cognitive‐age model and the other by a chronological‐age model. Participants then responded to a four‐part questionnaire that included a measurement of cognitive age, physical activity, response to the advertisements, and purchase intent.

The responses indicated that the participants view themselves as younger than their chronological age and were more inclined to respond favorably toward the advertisement using the cognitive age model.

Although this study focuses on only one consumer group – US baby boomers – it reveals their current attitudes toward advertisements of activewear apparel as well as their motivations for purchasing activewear apparel. More research on this age demographic and the impact of cognitive age vs. chronological age on their perceptions of advertising is needed.

Currently one of the largest age demographics in the USA, baby boomers are known for having higher amounts of disposable income as compared to other age cohorts and for their interest in physical fitness and leading active lifestyles. The results of this study point to the need to understand the age‐related perceptions of this consumer group in order to successfully market activewear apparel products directly to them.

Interest in generational research has garnered a lot of attention, as the workplace is seeing multiple generations (i.e., the Silent Generation, Baby Boomers, Gen Xers, and Millennials) working side-by-side for the first time. However, it is unclear how multiple generations of workers interact with each other and affect the workplace. Although there is extant literature on generational differences, some scholars have argued that the effect sizes are small and the differences are not meaningful. The focal aim of this chapter is to present the current state of literature on generational research. We present the relevant conceptualizations and theoretical frameworks that establish generational research. We then review evidence from existing research studies to establish the areas of differences that may exist among the different generations. In our review, we identify the issues arising from generational differences that are relevant to human resource management (HRM) practices, including new workforce entrants, aging workers, the changing nature of work and organizations, and leadership development. We conclude with several directions for future research on modernizing workplace policies and practices, ensuring sustainability in current employment models, facilitating future empirical research, and integrating the effects of globalization in generational research.

The purpose of this paper is to examine the relationship between stereotypes, in-group favoritism, and in-group bolstering effects across generations.

Based on the trends found in a qualitative study on generational stereotypes, questions on work ethic, work-life balance, and use of technology were administered to 255 participants identified as Millennials, Generation X, and Baby Boomers. Hypotheses predicted that with a strong stereotype, traditional in-group favoritism will not be found; however, an in-group bolstering effect will emerge. In the absence of a strong stereotype, traditional in-group favoritism is expected.

Generally, there was a strong stereotype that Baby Boomers are worse at technology than Generation X and Generation X is worse than Millennials. There was also a strong stereotype that Millennials do not do what it takes to get the job done as much as other generations. In the presence of these stereotypes, traditional in-group favoritism was not found, but in-groups bolstered themselves by rating themselves more favorably than other groups rated them. Although these findings did not hold for every item studied, there was moderate support for all three hypotheses.

As employees become aware of their biases, they can collaborate better with employees who are different than they are. Practical recommendations are suggested.

The paper applies theory of in-group favoritism to the perceptions of generational cohorts.

This paper aims to show how the ageing of the baby boomers will affect public mental health.

Mental health in later life can be influenced by wealth, discrimination, relationships, physical health, and participation in meaningful activity. This literature review appraises each aspect in relation to baby boomers' lives; the review is neither systematic nor exhaustive.

The baby boomers appear wealthier than their parents, but will live for longer in a state of poor physical health, and will have smaller families separated by greater distances. They also have a history of championing marginalized groups, and may challenge age discrimination.

Increased longevity has social implications; culturally, economically, politically. In the UK, there are now approximately 17 million baby boomers soon to reach later life, a varied and ethnically diverse generation. Mental health services, especially for dementia, need to adapt to meet their needs. Baby boomers now hold politically influential positions, making decisions affecting their own lives as they enter later life. Increased wealth inequalities mean that the more affluent may enjoy meaningful activity and afford better mental health care, but the less affluent may need to work in unrewarding jobs to pay for it. Recognition of these inequalities should be at the forefront of any decision regarding mental health care in older adults.

This paper reviews a range of contextual literature while focusing specifically on mental health. It would be of interest for anyone wishing to read about protecting the mental health of an ageing population.

This study aims to examine Millennials and generational differences in online gambling activity by comparing online gambling behavior across four different generations: Silent Generation, Baby Boomers, Gen Xers and Millennials.

The sample comprised tracked gambling data at the individual player level provided by an online casino accepting real money wagers in a major US gambling market. Attributes of gambling behavior were examined and compared across different generations using Kruskal–Wallis test and pairwise comparisons.

Generational differences were observed in 13 of the 16 behavioral variables. Millennials spent the least amount of time on gambling and exhibited the lowest scores on the number of days for slot gambling, trip length and trip frequency among all generations. However, their average table gaming volume per play day was greater than those of other generations.

The results of this study provide a better understanding of the generational differences in online gambling behavior. They also help casino operators and gaming machine manufacturers develop casino games and products that can appeal to different generational groups in the online gambling market.

Despite the on-going industry discussion about Millennials and their potential influence on the online gambling market, there appears to be a paucity of empirical research on the online gambling behavior of the Millennial generation. This study fills that gap in empirical evidence, addressing generational differences in online gambling.

This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group.

A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group.

The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty.

This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods.

This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers.

According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

An extensive literature search was conducted to better understand and to dispel the current stereotypes in the workplace regarding Generation X and Baby Boomers. For the purpose of the article Generation X consisted of those born between 1961 and 1981, while Baby Boomers consisted of those born between 1943 and 1960. The purpose of this article was to use an exhaustive review of eclectic/multidisciplinary literature to address six commonly held myths presented by Paul and Townsend (1993). Furthermore, it was intended to examine empirical research gathered by a literature review of the stereotypes in the workplace, to better understand the profiles and factors that motivate the Baby Boomers and Generation X, in conjunction with the following independent variables: age, productivity, motivation, training, and mentoring and job satisfaction. Selected hypotheses were tested suggesting Generation Xers are more productive, more motivated, easily trainable and exhibit higher job satisfaction levels as compared to Baby Boomers. Results were convergent and divergent in several cases worth noting. It is important for organizations to recognize the limitations that stereotypes create in the workplace. As was demonstrated by the varied research, Baby Boomers and Generation Xers are not dissimilar as employees; they possess more similarities than differences. Organizations need to engineer/design an environment of respect for both groups to create synergies between them to build and maintain a productive workforce.

The purpose of this paper is to examine work-to-family conflict and family-to-work conflict, taking into account generational cohort and life cycle stage differences.

Survey participants (428 employed individuals with families) represented different generations and life cycles. Key variables were work/family characteristics and centrality, work-family and family-work conflict, and age.

Generational differences in both directions were found. Gen X-ers reported the most work-family conflict, followed by Millennials and then Baby Boomers. Baby Boomers exhibited family-work conflict the most, followed by Gen X-ers, and then Millennials, a surprising finding given generational stereotypes. Some of these differences remained after controlling for children in the household (based on life cycle stage theory) and age. Millennials were highest in work centrality, whereas Baby Boomers were highest in family centrality. Employees with children ages 13-18 reported the most work-family conflict, and employees with children under the age of six reported the most family-work conflict.

This study found that generation and children in the household make a difference in work-family conflict, but it did not support some of the common generational stereotypes. Future studies should use a time-lag technique to study generational differences. To reduce work-family conflict, it is important to consider its directionality, which varies across generations and life cycle stages.

This informs organizations on how to tailor interventions to help employees balance work/life demands.

This study is the first to simultaneously examine both generation and life cycle stage (children in the household) in regard to work-family conflict.