Mitsis, Ann and Foley, Patrick (2009) Positive Word of Mouth: Does Generational Membership and Psychographic Characteristics Matter? In: Proceedings of 'Sustainable Management and Marketing', the 23rd Annual Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Victoria, Australia, 30 November - 02 December 2009. Australian and New Zealand Marketing Academy (ANZMAC), Canning Bridge, WA.

Abstract

Other title: ANZMAC 2009, sustainable management and marketing conference. The specific question that this paper seeks to answer is: are psychographic culturallyanchored values antecedents to positive word of mouth intention independent of an individual’s generational (Generation Y rather than Generation X) membership? This question has important implications specifically for university leaders and more generally to service-based industries. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y’s positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance; whereas Generation X’s was only high collectivism. This paper concludes by outlining the implications for future research of Generation Y for university leaders tasked with enhancing positive word of mouth in current students and alumni.

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