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How Do Generational Differences Drive Response to Social-Issue Ads?

The Effect of Value Orientations Across Generations in the U.S.

Yoon-Joo Lee, Eric Haley
DOI: 10.2501/JAR-2019-013 Published 1 September 2020
Yoon-Joo Lee
Washington State University,
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  • For correspondence: yoon.j.lee@wsu.edu
Eric Haley
University of Tennessee,
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  • For correspondence: haley@utk.edu
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ABSTRACT

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. The findings suggest that younger consumers more likely had favorable responses to CSR advertising than older consumers. Floodlight analysis—derived from an earlier method (Johnson and Neyman, 1936)—suggests that although millennials did not support CSR initiatives motivated by a vertical collectivistic orientation, such as fulfilling duties, consumers from Generation X and baby boomers did. Baby boomers did not use a horizontal individualism value (e.g., freedom and uniqueness) in evaluating advertisers' motives in supporting social causes, whereas millennials and Generation X consumers did.

  • Received June 23, 2017.
  • Received (in revised form) July 12, 2018.
  • Accepted August 1, 2018.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 3

Journal of Advertising Research: 60 (3)
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How Do Generational Differences Drive Response to Social-Issue Ads?
Yoon-Joo Lee, Eric Haley
Journal of Advertising Research Sep 2020, 60 (3) 271-289; DOI: 10.2501/JAR-2019-013

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How Do Generational Differences Drive Response to Social-Issue Ads?
Yoon-Joo Lee, Eric Haley
Journal of Advertising Research Sep 2020, 60 (3) 271-289; DOI: 10.2501/JAR-2019-013
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