Despite this interest and widespread application, few empirical studies validate generational travel, and more generally consumer, decision making. Although some empirical research examines generational cohorts, most assertions about these cohorts are descriptive and are typically unsubstantiated, based merely on anecdotal evidence (e.g., Morton 2002;Schewe, Meredith, and Noble 2000). Characterization of generational consumer decision making in the popular business press relies primarily on overly simplistic views and generalizations founded on unverified advice (Davis, Pawlowski, and Houston 2007). Furthermore, researchers have been unable to fully validate generational differences or conclusively link generational memories of the past with present-day beliefs, values, and behavior of cohort members (Noble and Schewe 2003).