1. Rethinking Generational Theory: How Technology Has Revolutionized the Digital Consumer Open Access Author: Penna, Elizabeth Title: Rethinking Generational Theory: How Technology Has Revolutionized the Digital Consumer Area of Honors: Marketing Keywords: generationsStrauss-Howe Generational Theorytechnologymarketingconsumer behavior File: Download thesis_final_submission.pdf Thesis Supervisors: Jennifer Chang Coupland, Thesis SupervisorJennifer Chang Coupland, Thesis Honors AdvisorMeg Meloy, Faculty Reader