Millennials' ethical ideology effects on responses to alcohol advertisements: The role of strength of ethnic identification and ethical appraisal of the ad

摘要

In an extension of generational theory, the present research argues that ethical ideology (i.e. idealism vs. relativism) impacts attitude toward the ad (A_(ad)), attitude toward the brand (A_(brand)), and purchase intention (PI). Additionally, this research examines how this relationship is mediated by the ethical appraisal of the ad and moderated by the level of ethnic identification (i.e. high vs. low). The results of this experiment provide additional evidence in support of generational theory which states that each generational cohort holds distinct ethical ideologies. Furthermore, this study identifies differences in the participants'responses to alcohol ads resulting from their personal values (i.e. in this study we focus on strength of ethnic identification).