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

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.



Citation:

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.

Authors

Peggy Sue Loroz, Gonzaga University



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Stigma at Every Turn: Exploring Bi+ Consumer Experiences

Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln

Read More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More

Featured

G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.