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A dual-system approach to understanding "generation Y" decision making
Vijay Viswanathan
*
, Varsha Jain
*
Corresponding author for this work
Integrated Marketing Communications
Research output
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Contribution to journal
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Article
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peer-review
57
Scopus citations
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Keyphrases
Systems Approach
100%
Dual System
100%
Generation Y
100%
Digital Media
50%
Making Decisions
50%
Process Systems
33%
Heuristic-based
33%
Proxy System
33%
Design Methodology
16%
Traditional Media
16%
Focus Group Discussion
16%
Individual Use
16%
One Country
16%
Advertising Effort
16%
Product Expertise
16%
Tangible Attributes
16%
Social Sciences
Systems Approach
100%
Dual System
100%
Digital Media
100%
Decision Making
100%
Focus Group
33%
Design Methodology
33%
Exploratory Data Analysis
33%
Group Discussion
33%
Computer Science
Decision-Making
100%
Practical Implication
50%
Good Understanding
50%
Vital Component
50%
Group Discussion
50%
Economics, Econometrics and Finance
Exploratory Data Analysis
100%