Affluenza: An Intergenerational Study

An intergenerational study was carried out to examine Affluenza among different generations. Affluenza is a social condition that places a high priority on material resources as well as privileged circumstances that impacts an individual's cognition, mental abilities, and grades. The difference between generations can be observed from multiple perspectives such as value systems, lifestyle, technology, and consumer behavior. The present research examines the role of Affluenza in deciding lifestyle orientation as well as in the contemporary social climate. The disposable culture encourages us to buy and discard items without giving them much thought. Affluenza and addiction to the internet are more likely to increase due to these fake propaganda campaigns promoted by malls, online stores, and credit card companies. Internet addiction is a phenomenon that describes a state where people become so involved in online behavior to the detriment of other aspects of online shopping, of their lives. The goal of this study is to describe the differences in Affluenza and internet addiction between two generations that are Generation Z (Gen Z) and Millennials. Astudy with 120 participants of both sexes was undertaken for this purpose, and the subjects were divided into two groups Adolescents (Gen Z, n=60) and Adults (Millennials, n=60) from urban regions of Haryana. Results reveal that Gen Z (adolescents) tends to score higher on Affluenza as compared to the Millennials (adult) generation. On the other hand, the millennial generation scored significantly higher on internet addiction as compared to Gen Z (adolescents). Regression analysis predicts that people with Affluenza are more prone to internet addiction. There is a strong relationship found between affluenza and internet addiction between Gen Z and Millennials. Affluenza is a key factor that determines the indulgence of internet addiction.