| Abstract: | Abstract This paper details the demographic, societal, and psy-chographic influences on Generation Xers and discusses how these influences impact their buying behavior. Stereotypes attached to Generation Xers -i.e., they are fatalistic, pessimistic, listless, rootless, and goalless -have led to distinct buying behaviors in this population. Research is reviewed to show that Generation Xers are highly affected by technology, diversity, change, and choices, leading to seemingly paradoxical and elusive behaviors in Generation X's buying patterns. For the hospitality industry, the response to Generation X's consumer needs has taken the form of cybercafes and entertainment eateries, and recent trends in how the wine industry and the hotel industry are meeting the needs of Xers demonstrate the power of this population. Generation Xers are emerging as leaders who shape the future operations of the marketplace. |
