The changing demographics of the federal workforce require managers to understand generational differences in experiences, values, and leadership preferences that can negatively impact an agency's ability to fulfill its mission. There is a gap in the literature regarding generational cohort perceptions of employee satisfaction with leadership and turnover intention in the Small Business Administration (SBA). The purpose of this quantitative, cross-sectional study was to examine the generational perceptions of SBA employees regarding leadership satisfaction and intent to leave the organization within the next year. Strauss and Howe's generational theory served as the theoretical framework. This non-experimental quantitative study used the 2016 Federal Employee Viewpoint Survey that consisted of data from 407,789 federal government employees. The population in this study included 1,383 respondents who worked in the SBA. Data were analyzed using the Mann-Whitney U test to examine perceptions of leadership and perceptions of turnover intention between 2 age groups. Results indicated that employees under 40 had higher satisfaction with leaders than employees 40 and over (p < .05). There were no statistically significant differences between the age groups and turnover intention. Findings showed that generations differ based on shared experiences of their members. These findings can help government leaders enact policies to strengthen the relationship between leaders and employees, resulting in satisfied and committed employees across generations.

Understanding Millennials' job expectations is critical for employee retention because of the number of Generation X workers who are unable to fill the job openings that Baby Boomers leave vacant when retiring from the workforce. The purpose of this phenomenological study was to explore Millennial employees' job expectations. Interviews were conducted with a purposeful sample of 20 Millennials who had at least a bachelor's degree, had at least 1 year of employment experience, and worked in the Baltimore-Washington metropolitan area. The inclusion criteria established work experience as a foundation for determining Millennials' job expectations. The conceptual frameworks of this study included generational and psychological contract theories to support exploration of the central research question regarding job expectations of Millennial Generation employees. Moustakas's 7 steps of data analysis were used to guide logical identification of the job expectation themes most significant to these 20 Millennials. The themes identified were opportunity for growth, compensation, recognition, promotions, supervisor support, flexibility, environment, and job security. These Millennials expressed interest in having work/life flexibility in an engaging work environment that fosters professional skills growth. Participants sought supervisors who readily recognized accomplishments, provided opportunities for achieving promotions, and applied compensation that reflected job performance. Using these findings, business leaders could implement strategies and policies that create a more fair and satisfying work environment for Millennial employees. Social change could occur within companies as leaders integrate expanded information on job expectations into talent management procedures for improving overall multigenerational job satisfaction and employee relationships.

The multigenerational workforce presents a critical challenge for business managers, and each generation has different expectations. A human resource management study of organizations with more than 500 employees reported 58% of the managers experiencing conflict between younger and older workers. The purpose of this single case study was to explore the multigenerational strategies used by 3 managers from a Franklin County, Ohio manufacturing facility with a population size of 6 participants. The conceptual framework for this study was built upon generational theory and cohort group theory. The data were collected through face-to-face semistructured interviews, company documents, and a reflexive journal. Member checking was completed to strengthen the credibility and trustworthiness of the interpretation of participants' responses. A modified van Kaam method enabled separation of themes following the coding of data. Four themes emerged from the data: (a) required multigenerational managerial skills, (b) generational cohort differences, (c) most effective multigenerational management strategies, and (d) least effective multigenerational management strategies. Findings from this study may contribute to social change through better understanding, acceptance, and appreciation of the primary generations in the workforce, and, in turn, improve community relationships.

Millennials, who by 2024 will make up approximately 34% of the U.S. workforce, will play a critical role in organizational strategies and productivity, as will the supervisors who manage them. The purpose of this multiple case study was to explore the intergenerational communication strategies that Generation X supervisors used to motivate and engage high performing millennials in the workplace. The framework for this study was Mannheim's generation theory and the 2-factor theory of motivation by Herzberg, Mausner, and Snyderman. Data were collected from parks and recreation employees in the southeastern region of the United States, including 4 Generation X supervisors who completed semistructured interviews and 2 millennial cohort focus groups. Data were transcribed, coded, and validated through member checking and methodological triangulation. The 4 themes identified were culture and socialization, relationship building and intergenerational connectedness, employee growth and development, and rewards and recognition. The findings of this research may benefit millennials, frontline supervisors, parks and recreation agencies, and leaders in other organizations by providing an understanding of generational needs. The data presented in this study may support positive social change by showing that supervisors and millennial employees can build high quality relationships within their organizations, enabling those organizations to support the communities they serve.

Four generations of workers share the workforce for the first time in history. Business leaders' failure to address generational conflict may lead to low productivity, high turnover rates, employee frustration, and reduced profits. The purpose of this phenomenological study was to explore the experiences of business leaders, managers, and supervisors in leading a multigenerational workforce within their companies. The conceptual framework was based on McClelland's theory, identifying key motivators that drive characteristics of people, including affiliation. A purposive sample of 20 local employees, spanning 4 generations from the retail grocery industry in Hampton Roads, Virginia, were interviewed to explore general characteristics, attitudes, values, and behaviors at work. Transcribed interview data were divided into categories to find shared phenomenon and identify themes based on the participants' perceptions. The findings were categorized and coded, patterns were established, and themes were generated to answer the central research question. Trustworthiness of the interpretations was achieved through member checking. The findings from this study revealed that the employees perceived that business leaders, managers, and supervisors lacked sufficient knowledge to successfully communicate with their employees or peers from different generations in the workplace. The employees perceived that those communication failures and lack of interaction between the different generations generated conflict. The implications for positive social change include the potential to bridge the gap between younger and older workers and minimize conflict resulting from miscommunication among the different age groups.

Corporations are finding it challenging to attract and retain the top talented Millennials. Their frequent job-hopping is costing the U.S. economy $30.5 billion annually despite corporations' best efforts to retain them. The central research question concerns the decision-making process that Millennials use to decide whether to job-hop or stay with an organization. The purpose of this qualitative study was to develop a theory that explains the Millennials' process for deciding whether to job-hop or stay with an organization. The conceptual framework for this grounded theory research is generational theory, Herzberg's hygiene and motivational factors, and psychological contract theory. The data collection was by means of a purposive sampling strategy implemented through the semistructured interviews of 13 participants. The grounded theory data analysis method used consisted of an abridged version of Glaser's data analysis method as developed by Charmaz, which entailed a systematic comparative coding process (initial, focused, and theoretical). The study findings included 7 factors that affect Millennial job-hopping: competitive compensation, job enjoyment, opportunities for professional growth, supportive work environment, reasonable free/flex time, finding their niche, and excellent benefits. Based on these factors, the Millennials job-hopping theory explains their decision-making process and why they job-hop. Positive social change may occur when Millennials achieve job satisfaction. Job satisfaction increases loyalty and organizational commitment and reduces stress, thus decreasing turnover and creating economic stability for the Millennials and their organizations.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.

Emotions have become an important research topic in both the behavioural sciences and advertising. Nowadays, emotions are acknowledged as an important mediator of cognitive and behavioural consumer responses to advertising. Consequently, researchers in marketing and advertising have emphasised the need to consider emotions as a crucial factor in the advertising process. To test the viability of this assumption, an empirical research study was conducted at the Behavioural and Communication Research Division of the Bureau of Market Research (BMR). More specifically, the research study used a three–dimensional approach to measure generational differences in consumers’ emotional response to television advertisements. To capture immediate, positive and negative emotive responses towards a pre–selected test advertisement, the study used three research instruments, namely AdSAM, PrEmo (both non–verbal measurement instruments) and the List of Emotions (LoE) (verbal measurement instrument). Gauteng consumers (n = 102) who view television participated in the study, which revealed that ageing appears to be a significant antecedent in measuring emotive response to advertisements. In this regard, the study showed, among others, that Baby Boomers (older generation) were inclined to react to the advertisement in a different manner than younger generations (Millennials and Xers). For example, Baby Boomers found it easier to acknowledge higher levels of engagement with the test advertisement, as was noted in the high Arousal ratings. No significant differences were, however, evident between generations on the Pleasure dimension as all generations seem to have felt positively towards the test advertisement. Furthermore, although all generations felt positive emotive reactions when viewing the test advertisement, Millennials feel more Comfortable, whereas the Xers and Baby Boomers feel stronger Warmed emotions. Overall, older people tend to purposefully seek to experience positive emotions and avoid or limit negative emotions. In summary, both non–verbal and verbal measures reflected generational differences that seem to be more apparent when analysing negative emotions. The study also revealed that the AdSAM instrument appears to be advantageous when measuring emotions in television advertising due to its non–verbal properties. However, greater generational differences seem to be evident when emotions are measured with a verbal rather than non–verbal instrument. Against this background, certain recommendations for future research were made, amongst others, the need for further research on emotive reaction to television advertisements and the need for innovative research models that are customised for the diverse South African consumer market. / Thesis (M.A. (Research Psychology))--North-West University, Potchefstroom Campus, 2012.

Artificial intelligence is rapidly progressing and could be the next technological revolution we see. The idea of AI is no longer farfetched and is becoming more present; individuals are showing a very diverse set of opinions regarding AI. We are currently being the first generation of people to be introduced to AI assets. As this striving new topic is developing the research existing today regarding AI is predominantly based on a technical perspective, and a gap concerning consumer values and AI, applied on millennial’s consumer values is present. The purpose of this study is to explore Millennial consumption values regarding AI with the use of The Theory of Consumption Values as a base theory. When concluded the study will add value to the field and will benefit from future research. The purpose of this study is conducted from a consumer perspective. The study is of qualitative method and the primary, empirical data is gathered through 19 semi structured interviews with millennial. An abductive approach is taken. The finding s of this study show results of the exploration of millennial consumptions values on AI. Furthermore, the study also showed the most important consumption value regarding AI and the one most talked about. Lastly, additional values were found as well as extensions to existing consumption values.

Submitted by Magali Coelho (magalicoelho11@gmail.com) on 2017-01-05T02:34:33Z No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-05T15:26:40Z (GMT) No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) / Made available in DSpace on 2017-01-05T18:46:12Z (GMT). No. of bitstreams: 1 Mercadologia-Coelho-Dissertação MPA-Dez-16.pdf: 2008798 bytes, checksum: da19f6e6e6e2597c867cfc1958798396 (MD5) Previous issue date: 2016-12-08 / The present study attempt to find deepen knowledge about the millennium generation and its behavior of consumption of journalistic information. The justification for this research is the falling in the consumption of remunerated journalistic information and the importance that these young people have in defining the pattern of consumer behavior in the nearby future. Descriptions of youth consumption from the American Press Institute and Pew Research Center show that young Americans become more active in news consumption. The deepening in the Brazilian universe of consumption of journalistic information sought to describe the behavioral profile of the youth of the generation denominated by some as 'millennium'. In addition, it describes the motivational behavior agents of these young people and similarities. The field survey interviewed 17 young people between 18 and 34 years of age and secondary data were collected in reports and news from newspapers and magazines. The results show that young consumers of journalistic information gain autonomy, choose what they want to read, when and how much they want to read within a wide range of content and sources available in the online world. They are critical of the excess content available, they want information faster, and their main means of access to news is social media, either by sharing between friends on the network or by customizing the information on their Facebook schedule generated by the curation of the platform. Sharing information gives prominence to shared content and its messengers, but does not generate content engagement. The young people interviewed do not want to expose themselves by commenting or discussing the news. This scenario reinforces the idea that has gained prominence in world discussions, on the responsibility of platforms such as Facebook to inform the population as a whole, but especially those young people who do not look for other sources of information to form their opinions. / O presente estudo buscou aprofundar o conhecimento sobre a geração do milênio e seu comportamento de consumo de informações jornalísticas. A justificativa para esta pesquisa é a queda no consumo pago de informações jornalísticas e pela importância que estes jovens têm na definição do padrão de comportamento de consumo num futuro próximo. As descrições sobre o consumo dos jovens, vindas do American Press Institute e Pew Research Center, mostram que os jovens americanos se tornam mais ativos no consumo de notícias. O aprofundamento no universo brasileiro de consumo de informação jornalística buscou descrever o perfil de comportamento dos jovens da geração denominada por alguns como 'milênio'. Além disso, descreve-se os agentes motivadores do comportamento de consumo destes jovens e as semelhanças. A pesquisa de campo entrevistou 17 jovens entre 18 e 34 anos de idade e foram coletados dados secundários na forma de relatórios e notícias de jornal e revista sobre este tema. Os resultados mostram que os jovens consumidores de informação jornalística ganharam autonomia, escolhem o que querem ler, quando e quanto querem ler dentro de uma ampla gama de conteúdos e fontes disponíveis no mundo online. São críticos em relação aos excessos de conteúdos disponibilizados, querem informação mais rápida, e seus principais meios de acesso às notícias são as mídias sociais, seja pelo compartilhamento entre amigos da rede ou pela personalização de informação em sua timeline, no Facebook, gerada pela curadoria da plataforma. O compartilhamento de informação gera destaque para o conteúdo compartilhado e seus mensageiros, mas não gera engajamento com o conteúdo. Jovens entrevistados não querem se expor comentando ou discutindo as notícias. Este panorama, reforça a ideia que tem ganhado destaque nas discussões mundiais, sobre a responsabilidade das plataformas como Facebook em informar a população como um todo, mas em especial estes jovens que não buscam outras fontes de informação para formarem suas opiniões.