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Advances in Advertising Research (Vol. IV) pp 313–327Cite as

The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis

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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).

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Author information

Authors and Affiliations

  1. Department of Media and Communication, University of Klagenfurt, Universitaetsstrasse 65-67, Klagenfurt, 9071, Austria

    Prof. Dr. Sandra Diehl

  2. Falcon Bluff Street 9861, San Diego, 98127, California, USA

    Prof. Dr. Barbara Mueller

  3. Department of Marketing and International Management, University of Klagenfurt, Universitaetsstrasse 65-67, Klagenfurt, 9071, Austria

    Prof. Dr. Ralf Terlutter

Authors
  1. Prof. Dr. Sandra Diehl
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  2. Prof. Dr. Barbara Mueller
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  3. Prof. Dr. Ralf Terlutter
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Corresponding author

Correspondence to Sandra Diehl .

Editor information

Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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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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