Episode 7

full
Published on:

20th May 2021

Consumerism

This week Matt and Fred are joined by two special guests to talk about millennials buying based on celebrity endorsement. 'Influencer' is a job description that seems quite modern, but 'brands' have existed for a long time and so we want to learn more about how they interact.

Joined by our excellent research assistant Nicola Binks, and a marketing expert Cadie Doorley, we discuss why young people buy the way they do. Join us to learn more about the latest fashion tips and social trends.

Academic sources and further reading:

Arnett, J., 2004. Emerging adulthood. Oxford, UK: Oxford University Press.

Bakewell, C. and Mitchell, V., 2003. Generation Y female consumer decision‐making styles. International Journal of Retail & Distribution Management, 31(2), pp.95-106.

Davies, A. and Fitchett, J., 2010. Material man is not an island: Coping with cultural fracture. Journal of Marketing Management, 26(11-12), pp.1005-1020.

Giambatista, R., Hoover, J. and Tribble, L., 2017. Millennials, learning, and development: Managing complexity avoidance and narcissism. The Psychologist-Manager Journal, 20(3), pp.176-193.

Heo, J. and Muralidharan, S., 2017. What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), pp.421-437.

Lissitsa, S. and Kol, O., 2016. Generation X vs. Generation Y – A decade of online shopping. Journal of Retailing and Consumer Services, 31, pp.304-312.

Smith, K. and Brower, T., 2012. Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), pp.535-551.

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About the Podcast

If I Only Knew
Conversations across Generations
Join Matt and Fred as they take a deep dive into the contemporary issues of culture, society, and identity. With different generational perspectives, the duo, and their guests, offer a unique perspective on today’s societal matters.

Using Fred’s psychology background and Matt’s insights into youth conversations, the pair tackle relevant, timely and engaging topics in an entertaining manner that is easy to understand and digest.


Get in touch with us with suggestions or questions through our email:
IIOKPOD@gmail.com


Disclaimer:
This podcast does not represent the views of Humanity Health Group as an organisation.

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