Consumer Behaviour of the Millennial Generation

Abstract

In this paper we present an integrative view of Millennials consumer behaviour. After applying some classical models based on the traditional information-processing paradigm, we concluded that only a framework that takes into account the impact of the culture and lifestyle surrounding Millennials is useful to derive guidelines on how to make successful advertising campaigns aimed at this population. The paper concludes with some recommendations on how to be able to reach this segment of consumers.