The relevance of role models to older aged generation Y consumers

Abstract

This study assesses the relevance of role models, specifically sports role models, and the related concepts of anti-heroes and gender to Generation Y consumers in the older age group of 18-29 year olds. A qualitative study, following a post-positivist inquiry paradigm was conducted. The specific research strategy used was grounded theory, utilising deductive thought processes coupled with the process of constant comparison. A series of semi-structured in-depth interviews were carried out. Results suggest that direct relevance to the subject under investigation is a key determinant of role model choice. Gender is also found to have significant effect, as is media, both in the creation of role models and anti-heroes.<br /