“…Given that early-life experiences shape late-life consumers’ attitudes (Holbrook and Schindler, 1994; Rindfleisch, 1994) and values (Noble and Schewe, 2003), separating these two cohorts is of utmost importance to explain consumer trends and behaviors. This research, therefore, highlights the importance of generations in consumer behavior at a meso-level (Noble and Schewe, 2003), between the macro-level of the country (Hofstede, 2001; Moalla, 2016) and the micro-level of personal values (Schwartz, 1992). It contributes to the increasing interest for generational differences in consumption (e.g., Bolton et al, 2013; Reisenwitz and Iyer, 2009) as in the workplace (e.g., Cennamo and Gardner, 2008; Wey Smola and Sutton, 2002), and recalls that the classical segmentation in use in the Western countries between Baby Boomers, Generation X, Generation Y, and Millennials may not be generalizable to other parts of the world.…”