Abstract
The study examines the role of demographic factors (sex, age, education and children) on attitudes toward a print ad employing a humane-oriented appeal (CSR) in the United States, France, Germany and Switzerland. Results from a survey of 663 subjects in the four countries revealed that female consumers evaluated the ad significantly more favourably than did male consumers in three of the four countries. Some support was found for the hypothesis that younger people (up to age 30) hold more favourable attitudes toward such ads than do older individuals (though differences were not significant for all countries).
Keywords
- Corporate Social Responsi
- Demographic Factor
- Responsible Investor
- Ethical Consumer
- Corporate Social Responsibility Program
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Diehl, S., Mueller, B., Terlutter, R. (2013). The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_24
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