The Generation Gap: a Baby Boomer Vs. Gen Y Comparison of Religiosity, Consumer Values, and Advertising Appeal Effectiveness

Peggy Sue Loroz, Gonzaga University

The Generation Gap:  A Baby Boomer vs. Gen Y Comparison of Religiosity, Consumer Values, and Advertising Appeal Effectiveness

 

Peggy Sue Loroz

Gonzaga University

 

This research explores the relationship among religiosity and other consumer values, namely materialism, value expression through brands, and consumption ethics, in a sample comprised of members of the Baby Boom and Generation Y cohorts.  In addition, the influence of generation and these individual differences on attitudes toward several advertising appeal types is tested.   Findings suggest that these two generations do differ in their levels of religiosity and other consumer values and also in their response to advertising appeals, and that the values also influence advertising appeal effectiveness beyond the impact of generation.
[ to cite ]:
Peggy Sue Loroz (2006) ,"The Generation Gap: a Baby Boomer Vs. Gen Y Comparison of Religiosity, Consumer Values, and Advertising Appeal Effectiveness ", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 308-309.