The impact of cognitive advertisements. Generation y consumers in the automobile industry

      Аннотация: The cognitive attitude of the consumers has been evaluated in this study based on various kinds of advertisements that have their specifications and impact on the behavior of the consumers. The literature of this work enlightened the attitude of Generation Y and the automobile industry. This generation has distinctive traits and perceptions built based on those attributes which bring many challenges for the automobile industry to understand the needs and desires of this generation. Moreover, the work has described the significance of cognitive advertisements for the consumers of Generation Y. The empirical review of the study has included prior studies to elaborate on the concept of cognitive advertisement in a more efficient way and its positive and negative impacts on the consumer behavior of Generation Y. The theoretical framework of the study is founded on the social cognitive theory.

Ключевые слова: Generation Y, Generation Z, Cognitive advertisement, Automobiles industries, Cognitive skills