PT  - JOURNAL ARTICLE
AU  - Yoon-Joo Lee
AU  - Eric Haley
TI  - How Do Generational Differences Drive Response to Social-Issue Ads?
AID  - 10.2501/JAR-2019-013
DP  - 2020 Sep 01
TA  - Journal of Advertising Research
PG  - 271--289
VI  - 60
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/60/3/271.short
4100  - http://www.journalofadvertisingresearch.com/content/60/3/271.full
SO  - J Advert Res2020 Sep 01; 60
AB  - 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.