Professeure invitée : Singh Tanuja
Marketing Research
Seminar Title: Understanding the Millennials: Collaborative creation, collaborative consumption, peer-to-peer networks, and their social, political and consumption mindset
Seminar Description: The Millennial generation’s (those consumers born 1980-2000) attitude and behavior have been considered distinctive and radically different from those that came before them. In fact, their approach to life has been in such contrast to previous generations that companies and organizations have been hard pressed to understand how to better adapt to their needs and motivations. This seminar will present current and emerging research on the millennial generation and focus on how companies, organizations, and the government need to better understand the motivations of this group for a more in-depth understanding of their attitudes and behaviors. It will draw extensively from current literature and also include some of my own research conducted with this group.