Running Head: LITERATURE REVIEW 1 LITERATURE REVIEW 6 Literature review Literature review The literature review aims to examine and evaluate the opinions, suggestions and assertions of different scholars about the overspending and overconsuming nature of millennials on materialistic items. The review takes a multi-disciplinary approach where the contribution of economics, psychology and adolescence studies are put into perspective. Moreover, the review seeks to examine and evaluate how the scholars relate to culture and area of origin of the millennials with their characteristics of overspending and overconsuming the materialistic items which they feel are necessary, but they are not required for survival. Tania Modesto Veludo-de-Oliveira, Marcelo Augusto Falciano and Renato Villas-Boas Perito (2014) through a research study assessed the mediating and moderating roles of the credit card usage comparing the compulsive buying behaviour in relation to anxiety and distrust, retention-time and power-prestige. They found that the millennials with high levels of anxiety showed increased compulsive buying and hence misuse of credit cards. Tania Modesto Veludo-de-Oliveira, Marcelo Augusto Falciano and Renato Villas-Boas Perito (2014) notes that the finding of their research indicated non-significant mediation of credit card usage with regard to distrust effects on compulsive buying behaviour. Additionally, the levels of credit card usage did not reduce as a result of the price sensitivity of the millennials. The price sensitivity showed an over-spending effect when related to power-prestige and retention time. Elkins (2017) examines how millennials spend their money in comparison with their parents. In support of a report from Charles Schwab, Elkins (2017) notes that the millennials spending is triggered by conveniences and comforts which makes them spend more than other generations. The study outlines pricey coffee, dining out and taxis as some of the comforts and conveniences on which the millennials overspend. In continuity, the study notes that approximately 60% of millennials spend money on purchasing clothes which they don’t necessarily require. Despite the over-spending and the over-consuming characteristics, the Charles Schwab report found out that the millennials are more planning-oriented than other generation groups including their parents. This note is in contradiction with the Elkins (2017) views that the millennials are falling short on savings due to the influence of over-spending. Life’s core attitudes are largely influenced and locked in by the age of 5. This is an agreement brought forward by psychologists starting from the era of Sigmund feud going forward. In addition to contending with the agreement, Mauldin (2016) notes the historical living of the childhood influences the conclusion made by Neil Howe and William Strauss that a person's attitudes form in early childhood and the shaping of those attitudes. T.

1. Running Head: LITERATURE REVIEW 1
LITERATURE REVIEW 6
Literature review
Literature review
The literature review aims to examine and evaluate the
opinions, suggestions and assertions of different scholars about
the overspending and overconsuming nature of millennials on
materialistic items. The review takes a multi-disciplinary
approach where the contribution of economics, psychology and
adolescence studies are put into perspective. Moreover, the
review seeks to examine and evaluate how the scholars relate to
culture and area of origin of the millennials with their
characteristics of overspending and overconsuming the
materialistic items which they feel are necessary, but they are
not required for survival.
Tania Modesto Veludo-de-Oliveira, Marcelo Augusto
Falciano and Renato Villas-Boas Perito (2014) through a
research study assessed the mediating and moderating roles of

2. the credit card usage comparing the compulsive buying
behaviour in relation to anxiety and distrust, retention-time and
power-prestige. They found that the millennials with high levels
of anxiety showed increased compulsive buying and hence
misuse of credit cards. Tania Modesto Veludo-de-Oliveira,
Marcelo Augusto Falciano and Renato Villas-Boas Perito (2014)
notes that the finding of their research indicated non-significant
mediation of credit card usage with regard to distrust effects on
compulsive buying behaviour. Additionally, the levels of credit
card usage did not reduce as a result of the price sensitivity of
the millennials. The price sensitivity showed an over-spending
effect when related to power-prestige and retention time.
Elkins (2017) examines how millennials spend their money
in comparison with their parents. In support of a report from
Charles Schwab, Elkins (2017) notes that the millennials
spending is triggered by conveniences and comforts which
makes them spend more than other generations. The study
outlines pricey coffee, dining out and taxis as some of the
comforts and conveniences on which the millennials overspend.
In continuity, the study notes that approximately 60% of
millennials spend money on purchasing clothes which they
don’t necessarily require. Despite the over-spending and the
over-consuming characteristics, the Charles Schwab report
found out that the millennials are more planning-oriented than
other generation groups including their parents. This note is in
contradiction with the Elkins (2017) views that the millennials
are falling short on savings due to the influence of over-
spending.
Life’s core attitudes are largely influenced and locked in
by the age of 5. This is an agreement brought forward by
psychologists starting from the era of Sigmund feud going
forward. In addition to contending with the agreement, Mauldin
(2016) notes the historical living of the childhood influences
the conclusion made by Neil Howe and William Strauss that a
person's attitudes form in early childhood and the shaping of
those attitudes. Through Neil Howe and William Strauss,

3. Mauldin (2016) points out that the person’s approach to life is
also determined by the challenges which one faces as he
becomes an independent adult. It is through this premise that
informs the division of population in terms of generational
cohorts. Among the four generational cohorts identified by
Howe and Strauss including the hero, the artist, the prophet and
the nomad, the millennials are classified as generational cohort
hero. The raising of this cohort is characterized by protection
from parents. This is the upbringing background of the
millennials as outlined by Mauldin (2016). Steve Vander Veen
(1994) discusses the consumption of the heroes and their
hierarchy effects. He notes that separation, initiation and return
factors influence the over-spending and overconsuming attitude
of the heroes (millennials). Kuhns and Saksena (2016) compare
millennial food purchase decisions with other generations. They
note that millennials spend fewer of their foods’ expenditure at
the restaurants, but they continue to demand fresher and
healthier items. The study found out that the millennials
decisions on food purchase are informed by the freshness and
healthiness of the items which increases their purchasing power.
Also, the aspect of a variety of fresh and healthy food items
influences the millennials to overspend and over-consume.
Woo (2018) studies the millennial’s shopping behaviour.
She opines that the millennials are influenced by popular
culture. The various real-life incidences which have been
witnessed by the millennials like the 9/11 attacks has resulted in
creating anxiety and having a gloom and doom messages which
have a psychological and social effect on them. Despite the
economic challenges which they have experienced during their
childhood, they are reaching an increased market influence and
purchasing power. Their approach to buying is unique from
other generations. Their purchasing power is informed by what
makes them feel good, experiences, peer influence, promiscuity,
peer-generated endorsements and relevancy (woo,2018). The
contemporary socio-economic conditions cannot be used
conclusively to explain adult reward sensitivity. On the

4. contrary, childhood is the best-suited concept to explain adult
reward sensitivity. This notion was construed by Gonzalez,
Allen and Coan (2016) in their mission to find out how the
neighbourhood quality in adolescence relates to mesolimbic
sensitivity to reward anticipation in adulthood. After
researching putative mesolimbic reward areas, they found out
that a heightened sensitivity to the anticipation of monetary
gain was associated with lower adolescent neighbourhood
quality. Additionally, a relationship was established between
heightened sensitivity to an anticipated monetary loss in visuo-
motor areas and lower adolescent neighbourhood quality.
Gonzalez, Allen and Coan (2016) also established a relationship
between lower current income and heightened sensitivity to
anticipated loss when they researched operculum and occipital
areas. It was their finding that the neighbourhood quality
findings could not be bettered by externalizing adulthood or
even childhood behaviours. Gonzalez, Allen and Coan (2016)
conclusive findings were that a greater neural reward sensitivity
in adulthood is associated with neighbourhood ecology in
adolescence although mediation through behaviour
externalization and impulsivity does not affect.
In conclusion, the literature that has been reviewed has
shown the interdisciplinary contribution towards the research
topic on millennials and over-consumption. Literature on
economics have revealed how the millennials areas of origin
together with their culture influence overspending and over-
consumption on unnecessary items. The saving culture can be
achieved if the millennials start using less of the unnecessary
items. The authors in connection to psychological perspective
gives the background on how millennials are raised and their
conformity to society by looking at the millennials as heros in
the four generation cohorts proposed by Howe and Strauss.
Finally, literature regarding adolescence studies compares the
spending nature of millennial demography in comparison with
adulthood.
Rationale and research methodology

5. Many countries around the world have realized the vulnerability
of persons with disabilities. They have moved a step further to
formulate policies meant to protect persons with disabilities
from various vulnerabilities. Most of these policies are
formulated but fail to undergo full implementation while others
are not implemented. For this excerpt, a hypothetical research
topic will be considered. The topic involves an evaluation of the
implementation of persons with disabilities Act of 2003 enacted
in Kenya (Rojon & Saunders, 2012).
The rationale of the research
The objectives of the research would be to establish the extent
to which the Act has been implemented, examine the impact of
the persons with disabilities programs and investigate factors
that influence the implementation process of the Act. By
undertaking this study, the objectives will be met. This will lead
to an informed understanding of Kenya’s policy processes
(Rojon & Saunders, 2012). The research study will further
provide empirical data which can be utilized in the development
of programs for the empowerment of persons with disabilities.
Through identification of challenges facing the implementation
of the Act and in consideration of the lessons learned during the
formulation and implementation of the Act, a pool of knowledge
will be generated which can assist the policy makers to reduce
the flaws and formulate more effective and implementable
policies.
Overall, you've done good work here, Melissa. You cover all
the different disciplines' approaches to the topic to help
demonstrate what has been said on your chosen issue. Do make
sure to avoid making any arguments or expressing your own
opinion in any way in this assignment. The goal is simply to
explain the research as it stands and what your proposed
approach will contribute to the field.
Check your APA formatting and make revisions so that it
completely follows APA standard guidelines.
Methodology

6. This research will utilize both primary and secondary data. The
review of government publications will form the source of
secondary data. On the other hand, direct observation will be
used as the method to collect primary data from disability
project sites (Al-Riyami, 2008). Additionally, interviews will be
conducted on all stakeholders involved in formulating and
implementing the Act. The study will use data obtained from
questionnaires disseminated to persons with disabilities. This
data will be triangulated by views expressed by the leading
informant interviews and discussions deduced from during focus
group discussions. SPSS and excel will be used to generate
descriptive statistics to be used in the research. A non-
parametric test will be administered to test the hypothesis as the
study will use the non-random sampling techniques (Rojon &
Saunders, 2012). The effective application of the above methods
will yield results which will help to give deductions regarding
the extent to which the Act has been implemented.
Melissa, your methodology section was very well done with a
clear plan of action for obtaining the primary research data as
well as incorporating secondary research.
Your overall organization and your rationale need some work.
No separate introduction is needed for this portion of the
proposal. You will have that elsewhere. Your rationale also
needs to more clearly explain the value of your research topic
rather than justifying your methodology. See notes for more
detailed comments.
References
Al-Riyami, A. (2008). How to prepare a Research Proposal?
Oman medical journal, 23(2), 66–69.
Rojon, C. & Saunders, M. N. K. (2012). Formulating a
convincing rationale for a research study. Coaching: An
International Journal of Theory, Research and Practice, 5(1):
55-61, DOI: 10.1080/17521882.2011.648335
Elkins, K. (2017). “Here’s how millennials spend their money
compared to their parents.” CNBC. Retrieved April 12, 2019,
from https://www.cnbc.com/2017/06/30/here’s-how-millennials-

7. spend-their-money-compared-to-their-parents.html
Gonzalez, M. Z., Allen, J. P. and Coan, J. A. (2016). “Lower
neighbourhood quality in adolescence predicts higher
mesolimbic sensitivity to reward anticipation in adulthood.”
Developmental cognitive neuroscience, Vol 22(1): 48 – 57
Kuhns, A and Saksena, M. (2016). How millennials food
purchase decisions compare to previous generations. USDA,
Economic Research Service
Mauldin, J. (2016). “Millennials are doomed to face an
existential crisis that will define the rest of their lives.”
FORBES. Retrieved from
https://www.forbes.com/sites/johnmauldin/2016/06/24/millennia
ls-are-doomed-to-face-an-existential-crisis-that-will-define-the-
the-rest-of-their-lives/7c11560475bo
Veen, S. (1994). “The consumption of heroes and the hero
hierarchy effects.” In NA-advances in consumer research Vol.
21. Eds Chris T. Allen and Deborah Roedder John, Provo, UT:
Association for consumer research, pages 332-336
Veludo-de-Oliveira, T. M., Falciano, M. A. and Perito, R. V. B.
(2014). “Effects of credit card usage on young Brazilians’
compulsive buying.” Young consumers, Vol 15(2): 111 – 124
Woo, A. (2018). “Understanding the research on millennial
shopping behaviours.” FORBES. Retrieved from
https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/u
nderstanding-the-research-on-millenial-shopping-
behaviours/54ed90f15f7a
Uber Eats Background
1. What Uber Eats is?
2. Why would Uber Eats want to lunch a food delivery service?

8. · Looking at financial reports, profit.
(Auviding Evidence)
· It’s success in other countries “looking at past reports”
Research Proposal Instructions
Prompt: In 2,000-2,500 words, create a research proposal for
your research topic that includes an abstract, introduction,
literature review, methodology, rationale, conclusion, and
references (the last of which not counting towards the word
count) in that order.
Requirements:
1. You may use first person, but not second person. Only use
first person when absolutely necessary to talk about the fact that
you are proposing research. Some sections like the literature
review should not have any at all, but you will likely need it in
the methodology.
2. You must use APA formatting.
3. When proposing that you will be doing an action (like in your
methodology) if your proposal is accepted, speak in the future
tense.
4. Use Level 1 APA headings to differentiate between sections.
5. Your abstract should be a 150-250 word summary of what
sections and topics are contained in your research proposal;
avoid arguing your case there.
6. Remember that the introduction of your literature review is
not the same as the introduction overall—the overall
introduction usually focuses on the topic and segues into
introducing the research hypothesis or question, which is
typically the last sentence of the introduction.
7. In your conclusion, summarize your main ideas and
emphasize the importance and future helpfulness of what you
are doing.

9. Additional Suggestions:
1. Keep your audience in mind throughout. While your
professor will grade your essay, remember that your audience
will likely be someone who can grant money to support your
research. Assume that person, committee, or organization is
somewhat interested in your research topic. How can you show
them that your plan to study it is a good one that deserves
financial support? It will be easier to convince them if you can
show you’ve done your research, your reasons for studying this
topic lines up with theirs, and your plan to study it will be
effective.
2. Look over the comments your instructor has made on your
other related assignments and be sure to update sections of your
research proposal for this assignment. Learn from past mistakes
and successes.
3. Once you have put together all the pieces, read through your
proposal several times to make sure that tone, ideas, and
arguments stay consistent throughout. You’ve sorted out the
puzzle pieces, but you need to make sure they all fit.