This study examines Taiwanese consumer orientations in relation to media exposure, and seeks to determine how relevant the concept of a 'Generation X' is in the case of Taiwan. A causal structural model was proposed and tested with a view to examining the impact of generation and other demographic variables. Results indicate significant differences between generations. In general, the Xers showed greater concerns for fashion and self-expression, and were greater users of electronic media. The paper considers these generation differences against the backdrop of the disparity between traditional Confucian values and Western consumer culture.