How do generational differences drive response to social-issue ads? The effect of value orientations across generations in the U.S.

This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.

MANAGEMENT SLANT

  • Social-issue advertising can strengthen the relationship between a company and its customers by conveying a social consciousness that aligns with the customers’ own.
  • People can be motivated by a concern for appearances, demonstrating an egoistic-enhancement motivation in supporting corporate social responsibility (CSR) initiatives.
  • The horizontal–vertical distinction could be a tool to expand understanding of how values correlate with advertising and consumer persuasion.
  • Consumers with a strong vertical collectivistic orientation more likely perceived that their status could be increased through the consumption of the CSR advertisers’ product.
  • Consumers younger than 30...

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