At JK Business School, Gurugram, we take immense pride in our faculty’s ongoing research contributions to contemporary fields such as digital consumer psychology. One such notable achievement comes from Dr. Sukhamaya Swain and Dr. Siddhartha Bhattacharya, whose recent research study, “A Comparative Analysis of Consumer Psychology of Generation X, Y & Z Co-relating to Digital Consumption,” has been published in an ABDC-indexed journal.

Understanding the Research Focus

This research explores an intriguing aspect of modern consumer behavior — how generational mindsets shape digital consumption. While much of the focus has traditionally been on access to technology, Dr. Swain and Dr. Bhattacharya argue that psychological and cultural factors play a much more significant role in influencing how different generations engage with digital content.

The Generational Divide in Digital Behavior

The study focuses on three distinct generational cohorts:

• Generation X (born 1965-1980)
• Generation Y, also known as Millennials (born 1981-1996)
• Generation Z (born 1997-2012)

The research delves into the unique characteristics, psychological influences, and societal factors that define each generation’s interaction with digital platforms, marketing campaigns, and online shopping behaviors.

Key Insights from the Study

• Generation X is more likely to approach digital platforms with a focus on functionality and utility. They grew up during the transition to the digital age and tend to be more skeptical and practical in their use of technology.
• Generation Y (Millennials), on the other hand, embraces technology in a highly integrated manner, driven by social interaction, content creation, and personalization. This cohort often seeks experiences over material possessions.
• Generation Z, the first truly digital-native generation, tends to display the most dynamic digital behavior, with an emphasis on instant access, visual content, and the blending of digital and offline lives.

Collaborative Effort and Publication

This research was not just a solo effort — it was a collaboration between Dr. Swain, Dr. Bhattacharya, and several other academic experts, bringing together a wealth of knowledge from diverse fields including psychology, marketing, and digital strategy. The findings were then presented in a research paper that was subsequently published in an ABDC-indexed journal, a prestigious platform that acknowledges high-quality academic research.

Implications for Marketers and Educators

For marketers, understanding these generational distinctions can drastically improve targeting strategies, campaign effectiveness, and brand engagement. As digital consumption evolves, marketers must craft strategies that cater specifically to the psychological nuances of each generation.

For educators, the research offers a deeper understanding of how future business leaders can engage with and lead in an ever-changing digital world. Integrating these insights into MBA, PGDM, and BBA curricula ensures students are prepared to make data-driven decisions in the digital age.

As JK Business School continues to drive thought leadership in the field of digital consumer psychology, the work of Dr. Swain and Dr. Bhattacharya serves as a benchmark in understanding how different generational mindsets influence our digital behavior. Their research not only contributes to academic excellence but also provides actionable insights for industries that rely on digital engagement.

For those interested in reading the full paper, it is available here: Read More…

At JK Business School, we believe that research and innovation go hand in hand with academic excellence. By fostering interdisciplinary studies and collaborations like this one, we ensure that our students are always at the cutting edge of knowledge and ready to tackle the challenges of the future.