The purpose of the article is to analyse the emergence of cyberhating motives in the context of the evolution of behavioral theories of marketing. The authors have proven the hypothesis of the emergence of cyberhating as part of culture and behavioral patterns as a result of changes in the theory of generations, which is considered as the main factor of behavioral reactions in marketing. As a result of the sociological study, the causes and motives of the emergence of cyberhating were considered and proven using the example of an audience of teenagers. As a result of the study, the definition of the motives of the emergence of cyberhating is considered in the context of the interaction of the evolution of behavioral theories in marketing and the development of the theory of generations. In preparing the article, sociological research methods were used, particularly survey-based questionnaires. Methods applied for analyzing sociological and marketing data included the Rosenberg Self-Esteem Scale (RSES), the Likert scale, and scales for measuring frequency and intensity of social media usage. The scientific novelty of the obtained results lies in the substantiation and proof of the motive behind the emergence of cyberhating in the context of the evolution of behavioral marketing theories, through the formation of behavioral patterns in cyberspace as a consequence of generational changes. The practical significance of the research findings consists in identifying specific behavioral motives of Generation Alpha and Zoomers. The practical results of the study illustrate the transformation driven by generational shifts, their behavioral patterns, cultural outlooks, and values, as influenced by the development of generational theory in the context of behavioral marketing theories.