This study addressed a need for comprehensive quantitative empirical studies to determine the effectiveness of using popular culture media as a teaching technique. A quasi-experimental design was implemented to examine whether a group of community college students taking a first-semester introduction to business course who were exposed to a teaching method incorporating popular culture media (Treatment Group) would have increased levels of knowledge and stronger preferences toward this method versus a group of students taking the same course who were not exposed to this teaching style (Control Group). Specifically, this study examined: (1) Do differences exist relative to student learning; (2) Do differences exist relative to perceived student comprehension; (3) Do differences exist relative to student semester retention; (4) Do differences exist relative to student semester attendance; (5) Do differences exist relative to student interest in the discipline of business; (6) Do differences exist relative to student's interest in taking additional business courses; (7) Do differences exist relative to student satisfaction; (8) Do differences exist relative to student satisfaction between Millennial students and non-Millennial student. The 143 students taking part in the study comprised six intact groups, meaning they selected the days and times of the sections available that appealed to them (non-random samples). Without the students' knowledge, the researcher/instructor arbitrarily selected three sections as the Treatment Groups and three as the Control Groups. Throughout the semester, general business concepts from the course textbook were taught to the Treatment Group using films, television shows, comic strips, and music. The Control Group were taught the same concepts but without the use of any popular culture media. Participants completed Pre-Delivery and Post-Delivery attitudinal questionnaires and took five multiple-choice exams during term. The fit of survey and exam data were tested using the Rasch model, with further hypotheses testing accomplished with Independent "t"'s, Chi-square cross-tabulations, and dependent paired samples. The analyses showed no significance between the groups receiving different teaching methods on knowledge, retention, or attendance. However, there were statistically significant differences on perceived knowledge, interest in the business major, interest in taking additional business courses, and course satisfaction for both the Treatment Group "and" Control Group favoring the popular culture-enhanced methodology. Regarding generational attitudes this alternative teaching method, both the Millennial and Non-millennial sub-groups strongly favored the popular culture techniques over the traditional ones. Implications for students and instructors are discussed, along with suggestions for future research. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]