Rethinking Generational Theory: How Technology Has Revolutionized the Digital Consumer
Open Access
Author:
Penna, Elizabeth
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
Jennifer Chang Coupland, Thesis Supervisor Jennifer Chang Coupland, Thesis Honors Advisor Meg Meloy, Faculty Reader
Keywords:
generations Strauss-Howe Generational Theory technology marketing consumer behavior
Abstract:
Behavior is influenced by many factors in an individual’s life such as society, culture, familial structure, and history. William Strauss and Neil Howe’s generational theory is built on their observations of a recurring pattern in American history where society goes through a recurring cycle of turnings and archetypes every 80 years. However, other than an individual’s age location in history, their theory does not account for many forces that affect behavior. The emergence of technology has rapidly shifted lifestyles, behavior, and the rate of progress in America. This analysis aims to dispute the Strauss-Howe Generational Theory by uncovering the ways the pace of innovation and mass adoption of technology has influenced society and behavior.
