Generational cohort theory research: the good, the bad and the ugly

Abstract The Generational Cohort Theory (GCT) has been an inspiration for academic research in many domains and countries. The current paper presents an overview of the marketing and advertising research that has been inspired by the theory. It critically assesses GCT validity, the oversimplification of a deterministic approach, and avoidance of reductionist generalizations. Comparing cohorts and/or study cohort effects suffers from confounds that cannot easily be avoided or controlled for. The paper identifies and discusses three research streams related to conceptual and methodological issues with the GCT and how they have been studied in the past: How to validly study generational cohort effects, intra-cohort heterogeneity, and cross-cultural cohort research. The paper further identifies research gaps and provides suggestions to enhance the conceptual and methodological quality of further GCT studies. Finally, the paper reflects upon to what extent the GCT is a useful lens for marketing and advertising practice.