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The author examines the "difference in how Generation X'ers spend their money" compared to Baby Boomers.
Ritchie, K. (1995). Why gen x buys brand x. Brandweek, 36 (20), 22-29.
Does Generation X report "itself to be less loyal to brands than Baby Boomers"? The author examines the differences between Baby Boomers and Generation Xers marketplace behaviour...
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Generation Xers are "cautious consumers, cost-conscious shoppers and skeptical audiences for advertising".
Rosen, B. (2001). Masks and mirrors: Generation X and the chameleon personality. Westport, Connecticut: Praeger Publishers.
This book focuses on the Elite Xers who make up 15 percent of Generation X...
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