Samenvatting

QUOTE 1: “According to my literature review, my observations and the outcome of my online survey it appears reasonable to consider at least a part of [generation Y] in Germany as not grown-up, which seems to provide essential information for the creation of communication strategies […] and maybe meet them in some sort of playground for grown-ups.” QUOTE 2: “Common characteristics of activities defined as ‘play’ are […]: flexibility – spontaneity - intrinsic motivation - non literal or symbolic use of objects - voluntary engagement - free choice - elicitation of positive affect (fun/enjoyable) - lack of functional purpose or goal - often resembles real behavior but lacks the consequences.” RESEARCH QUESTIONS (1) How can terms like Generation, Generation Y, playing and experience marketing be defined? - (2) How can Generation Y be characterized? What kind of subcategories can be detected? – (3) To what extent is it effective to address Generation Y with marketing approaches? And which tool could provide most potential? – (4) Is it effective to include playing, or characteristics of playing, in marketing approaches when reaching out to the German Generation Y?