The relevance of role models to older aged generation Y consumers
Minkiewicz, Joanna and Bridson, Kerrie 2007, The relevance of role models to older aged generation Y consumers, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z., pp. 476-482.
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Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
This study assesses the relevance of role models, specifically sports role models, and the related concepts of anti-heroes and gender to Generation Y consumers in the older age group of 18-29 year olds. A qualitative study, following a post-positivist inquiry paradigm was conducted. The specific research strategy used was grounded theory, utilising deductive thought processes coupled with the process of constant comparison. A series of semi-structured in-depth interviews were carried out. Results suggest that direct relevance to the subject under investigation is a key determinant of role model choice. Gender is also found to have significant effect, as is media, both in the creation of role models and anti-heroes.
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