Abstract
Marketers should learn how to reach out to members of the baby-boom generation, people born between 1946 and 1964, as well as the Generation X, those who were born after 1964. These groups do not share the same frame of reference regarding customer service because they were shaped by different social and economic forces. For instance, Gen Xers are comfortable with purchasing products and services through the computer while baby boomers find it difficult to use the Internet for their business and shopping activities. Moreover, baby boomers respond to nostalgic images in advertisements while Gen Xers are more skeptical of slick messages. Nevertheless, there are certain similarities between the two that marketers should also consider, such as the desire for a stress-free time when purchasing a car.