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

Yoon-Joo Lee and Eric Haley

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...

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