Browsing by Author "Singhal, Aditi"

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    • Differentiating Gen Z with millennials: values and consumption 

      Singhal, Aditi; Chaudhary, Vartika (Indian Institute of Management Ahmedabad, 2019)
      Values have always been an essential element in studying and assessing individual behaviour in fields like anthropology, psychology, marketing and other disciplines. Values have been used as a basis to categorise and ...