Correspondence: Paul M. Arsenault, 312 D Anderson Hall, West Chester University, West Chester, PA 19383, USA. Tel: +1 (610) 436 2208; Fax: +1 (610) 436 3458; E-mail: parsenault@wcupa.edu

¹is an associate professor at the West Chester University in West Chester, Pennsylvania. He holds a PhD from Temple University, an MBA from the Babcock School of Management at Wake Forest University and a Masters in Psychology from Vanderbilt University. His undergraduate degree is from Marietta College. Dr Arsenault's research interests include generational/cohort differences, charismatic leadership, organisational change, managerial assessment and development.

²an associate professor at the West Chester University of Pennsylvania, earned her PhD in Marketing from Kent State University. Prior to earning her degree she held a variety of positions in market research firms. Her current research interest focuses on segmentation and service quality and how these factors influence a company's ability to extract value from its consumer base.

Received 29 January 2008; Revised 29 January 2008; Published online 17 March 2008.

Abstract

This study investigates the values differences between and among cohorts by examining perceptions of the appropriateness of women wearing flip-flops in a formal situation. Results show there is a significant cohort difference in values and the level of appropriateness of the shoes worn in the formal situation with the President of the United States. Significant differences were found between the Veterans and the other younger cohorts. The major rationale for this is that the Baby Boomer influence on the two younger cohorts is very strong and enduring.