3.3 Perceived congruency between the generation Y consumer and the brand In their study of college-age generation Y consumers Noble et al. (2009) found that generation Y consumers are motivated to consume and purchase products which project an image that fits with the consumer’s image of themselves. This is due to the fit allowing them to satisfy image-oriented issues which they believe are tied to their purchasing behaviour and the brands they consume. This has been supported by a study comparing the values of baby boomer consumers versus generation Y consumers by Loroz (2006). In addition, it has also been noted in conceptual works (Clausing et al., 2003; Lancaster and Stillman, 2002).