%0 Journal Article
%T DO GENERATIONAL MEMBERSHIP AND PSYCHOGRAPHIC CHARACTERISTICS INFLUENCE POSITIVE WORD OF MOUTH IN A UNIVERSITY CONTEXT?
%A Ann Mitsis
%A Patrick Foley
%J Asian Academy of Management Journal
%D 2012
%I 
%X The specific question that this paper seeks to answer is: do psychographic culturally- anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. 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. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.
%K Generation Y
%K Generation X
%K culturally-anchored values
%K positive word of mouth
%K higher education service provision
%U http://web.usm.my/aamj/17.1.2012/AAMJ_17.1.1.pdf