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Erschienen in:
2013 | OriginalPaper | Buchkapitel
The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis
verfasst von : Prof. Dr. Sandra Diehl, Prof. Dr. Barbara Mueller, Prof. Dr. Ralf Terlutter
Erschienen in: Advances in Advertising Research (Vol. IV)
Verlag: Springer Fachmedien Wiesbaden
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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).