They buy lots of product-fast food, beer, computers, and mountain bikes. However, their cynicism makes them more savvy shoppers, and their financial pressures make them more value conscious. They like lower prices and a more functional look. The GenXers respond to honesty in advertising; they like irreverence and sass and ads that mock the traditional advertising approach. For example, recent Miller Brewing Company ads appealing to this group asvised, “It’s time to embrace your inner idiot” and one features images of a frenetic, sloppy hot dog-eating contest.