71% of Millennials are using internet as a tool to compare prices and searching for product reviews before they make a buying decision and 55% of other Generations have gone online to compare the prices (Fleming, 2016).
One study conducted in 2015 suggested that Millennials are willing to spend more on vacations than Generation X and Boomer in 2016. It also showed that 42% of Millennial travelers are more likely to stay in hotels during their vacation compared with 36% of generation X and 30% of Boomers (Travel Agent, 2015).
Millennials are more likely to go to live sport events, music festivals and nightclubs than other Generations. However, Millennials and other generations are go to pub to have a drink or dine-in (Mintel, 2016).
A research studied the differences between generation Y and generation X found that there were differences noted between Generation Y and Generation X for video games consumption, Generation Y respondents were more likely to play video games than Generation X Participants (Bennett et al, 2006, 44). The same study found that watching televised action sports were more likely for generation X than Generation Y.
Furthermore, one study found that both generation X and Generation Y are tech-savvy and uses internet on a regular basis including online purchases. However, Generation Y have greater satisfaction using internet than members of Generation X (Reisenwitz and Iyer, 2009). Williams and Page (2011) pointed out that both Generations are less convinced watching TV.
Baby boomers are internet-savvy, make online searches and purchases for memorabilia from the end of World War II to Early 1970s using general-auction website like EBay (Black, 1999).
The dominant media channel for Baby Boomers is TV, while Millennials have less interest in watching TV, and more attracted to online broadcasting (Williams and Page, 2011).
Both Millennials and Baby Boomers are more attracted to adventurous vacations, music-based tourism and dine-in restaurants as a type of entertainment (Williams and page, 2011).
Both generations are attracted to discounts and coupons and they are very comfortable with searching and shopping online. One the other hand, Millennials are largely affected by recommendation from their friends, relatives and collages about specific product or services. While boomers are more affected by customer service advice and traditional advertisement (Synchrony Financial, 2014).
Baby Boomers are most likely to own entertainment devices such as DVD player, digital cameras and home cinema devices than Millennials; due to Boomers have a disposal income and can afford buying those devices (Mintel, 2015).
One criticism of the literature on instrumental learning is that the theory was based on testing animals behaviours and didn’t take into account the complexity of human mindsets, and the behaviour of animals cannot be generalised to human behaviours (Chomsky, 1959; Boulding, 1984). Boulding (1984) also pointed out that the theory ignores the notion of transformation of learned behaviour to the next generation through learning process. Moreover, some behaviours can be learned through observation as Observation theory suggest instead of personal experience (trial and error learning).
The main weakness with this theory is that the suggestion of humans are a complex information processing units, where there is a likelihood of getting lost in thoughts as a result of extensive information collection and analysis (Velaytham and Brosekhan, no date; Johnson and Crowe, 2008).
One of the major criticism for classical conditioning made by Pornpitakpan, He argue that there is no evidence for classical conditioning effects on consumer behavior, although he acknowledge that the theory might exist, but the exposure to the conditioning stimuli do not always lead to make buying decisions, referring that to the flexibility of human learning mechanism and the theory cannot be extended to human responses who are different from animals (Pornpitakpan, 2012).