Since the year 2000, younger workers born after 1980 have been entering the South African workforce in large numbers. The experienced Baby Boomer generation, born between 1945 and 1964 has started leaving the workplace in retirement. With organisations currently facing the challenge of skills shortages in some professions/trades, it is important for organisations to recognise the potential influence of work values on attitudes and behaviours at work in order to retain staff and groom future leaders. Different Generations are assumed to bring their own norms and values into the work place and an understanding of what motivates these different generations will ensure that organisations better plan retention strategies. As South Africa receives the latest generation of workers (Generation Y) into the work force, managers need to be encouraged to deal with the potential generational differences among workers. The purpose of this quantitative study was to research and examine the relationship between age, sources of motivation, work values, organisational commitment and job satisfaction across generations in the South African work force. A research model was developed to test theory on generational differences. Cohort membership was hypothesised to influence motivation, work values, organisational commitment and job satisfaction. Work values and sources of motivation were also hypothesised to influence organisational commitment and job satisfaction. A quantitative study was conducted to investigate the association between age (which represented cohort membership) and sources of motivation, work values, organisational commitment and job satisfaction. The study was designed to answer the main question: Are there significant differences in sources of motivation, work values, organisational commitment and job satisfaction across the three generations found in the South African workforce today? Data were collected using both an on line and hard copy questionnaire distributed to corporate companies that participate in career exhibitions at the University of the Witwatersrand. Data were analysed using SPSS software version 19 and 20.The findings largely confirm previous findings which suggest that there are significant differences between generations in sources of motivation, work values, organisational commitment and job satisfaction. Consistent with research, older workers, Baby Boomers were found to have higher job satisfaction than younger workers. An interesting finding of this study was that contrary to research literature, younger workers, generation Y, were found to have higher organisational commitment than Baby Boomers and generation X. Consistent with previous studies, Baby Boomers were found to have higher levels intrinsic work values than both generation X and Y. The results indicate that there are differences between generations and this has implications for Human Resource practitioners and researchers. Based on the findings of this research, further research is warranted specifically in understanding organisational commitment across generations.

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.

Social Security Administration (SSA) managers and leaders are facing an unprecedented challenge to understand 3 to 5 generations of employees, and value the diversity of each group (Glass, 2007). Perceived lack of recognition has resulted in low morale and job satisfaction, leaving employees not feeling valued. The purpose of this qualitative, phenomenological research study was to explore, identify, and examine the lived experiences and perceptions of SSA employees to determine how managers and leaders can contribute to employee valuation. The central question and subquestions were designed to determine whether generational theory accurately described the lived experiences and perceptions of the subjects' value to the organization. Data collection included in-depth interviews with 15 employees of SSA, 5 from each of the most represented generational groups: Baby Boomers, Generation Xs, and Generation Ys. Key findings of a thematic analysis were that employees of differing generations feel valued in different ways. It was found that appreciation for each generation should be shown in a way that is meaningful to that generation, and does not reflect discrimination of another group. The results of this study contribute to positive social change by clarifying the relationship between generational differences and perception of value and provides specific recommendations to SSA managers and leaders. This guidance is an important contribution to the existing literature and will enhance social change initiatives through valuing all employees for the skills and talents they bring to the organization irrespective of age.

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.

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.

There is a low supply of the missing middle housing types (MMH) in walkable urban core neighborhoods. That is, a variety of compact low- to mid-rise housing in walkable areas that are accessible to entertainment, recreational and other amenities. The largest demographic, the millennials, followed by the baby boomers, prefer the MMH types. The MMH types is a new name for a variety of compact housing types that existed in traditional neighborhoods in urban areas pre-World War II. However, due to changes in housing preferences after World War II, the requisite land use and zoning changes facilitated larger single-family homes phasing out the MMH types. Efforts to reintroduce the MMH types is these areas are met with opposition. This research investigates increasing the supply of the MMH types in walkable urban core neighborhoods. The literature review reveals, prior to this one, no academic study at this level was done to understand how to increase the supply of MMH types in these areas. This research explores the views of stakeholders in urban planning and various professions related to housing and the MMH types in the Tampa Bay Area, to better understand the issues involved in the low supply of the MMH types in urban core areas. The data for this qualitative research was guided by a grounded theory methodology (Corbin & Strauss, 2014) and was derived from thirty-nine semi-structured interviews with stakeholders to find out what factors inhibit and ways to improve the supply of the MMH types in the Tampa Bay area.

The purpose of this study is to identify how Covid-19 has impacted the behaviour of baby boomers when grocery shopping. While most countries in the world went on lockdown, the Swedes decided otherwise. Covid-19 has caused unprecedented behavioural changes amongst Swedish consumers, to avoid risks affiliated with the virus. This has led to the largest increase in usage of online grocery services among all industries. Baby boomers increased their online presence during the pandemic, more so than any other generation. Therefore, identifying and elaborating on these behavioural changes could help predict whether these are temporary or here to stay.  Researchers applied the exploratory design with a qualitative approach which allowed for extensive investigation of the baby boomers' experience and presented rich details of the topic from various perspectives. Through a deductive approach, the authors reached a conclusion that is in line with a predetermined proposition based on logic in theory and applying it. Therefore, existing literature was first reviewed to provide the authors with a theoretical framework.  Next, primary data was collected through semi-structured in-depth interviews with participants that were gathered with the snowball sampling technique. The data was organised according to three global themes: Objects, Doings and Meanings. It was later compiled in a codebook, providing a general overview for comparison and analysis.  The study showed that during the pandemic the frequency and shopping schedule changed. Participants modified this behaviour to avoid crowding. In-store grocery shopping was preferred due to the generation’s desire to test the quality of products before purchase. After the pandemic, the majority of participants were eager to utilise digital tools in-store to a greater extent, as a means of convenience and efficiency. In addition, online grocery shopping is viewed to be complicated and it inhibits their ability to test the quality of products.

Cancer incidence is high for aging minority and underserved populations, yet research is limited about patient-provider communications with aging racial and ethnic minority populations. Achieving high-quality cancer care is crucial to reducing health disparities for this population. However, potential shortages in professional health personnel, the cost to treat cancer, a strained health care system, and large aging populations contribute to the problem. The purpose of this qualitative study was to understand the personal experiences of aging minorities during cancer treatment decision making when communicating with their cancer care providers. Purposive sampling methods were used to recruit 10 minority women and men born between 1946 and 1964 who had experienced communicating with providers and making cancer treatment decisions. In-depth semi-structured interviews and thematic analysis of qualitative data was conducted. Important findings were barriers related to miscommunication with providers, the need for more time with the cancer doctor, and mistrust of the medical profession. Participants perceived poor interpersonal communication with providers as causing a lack of understanding regarding their cancer treatment options, which affected their decision making regarding their treatment. Barriers to communication included long wait times at public or teaching health care systems for follow up cancer care services. The findings of this study could be useful to assist health care providers in improving communication with their cancer patients, reducing cancer health disparities, and increasing the quality of cancer care for this population.

Creating successful leaders is one of the challenges that social services organizations are facing. Employees may lack essential managerial skills to become productive leaders, and some managers may lack viable succession planning methods for preparing employees for leadership positions. The purpose of this case study was to explore methods that executive managers use to prepare employees for leadership positions. Path-goal theory and transformational leadership represent the conceptual framework that grounded this study. Semistructured interviews were conducted with 10 executive managers in the social services industry within southwest Georgia with experiences and skills specific to implementing successful succession planning. Company archives of corporate reports, government records, and business and management records were used for triangulation. The data were coded and analyzed using a modified van Kaam method. Participants verified the accuracy of the analysis of their responses through member-checking. The findings revealed 4 emergent themes: organizational management, hiring employees that fit the culture, leadership capabilities, and talent management. A recommendation from the study was that executive managers find methods to prepare employees for leadership positions. These findings may contribute to positive social change by identifying methods to prepare employees for leadership positions, thereby generating organizational sustainability, increasing organization revenue, and creating community economic development.