인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록·키워드
This study empirically compared generational differences in responses between baby boomers, Generation X, and Generation Y groups as measured by key variables related to advertisement. The respondents in this study were consumers throughout Korea, with 914 survey questionnaires used for the final analyses. Eight of the original 10 hypotheses were validated and two were rejected. Both baby boomer consumers and Generation Y consumers showed more positive responses to affective advertisements than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards humorous advertisements than their baby boomer and Generation X counterparts. The effect of advertising models on the evaluation of advertisements was greater among Generation Y consumers than their Generation X counterparts. Generation Y consumers showed more positive attitudes towards storytelling-type marketing than their baby boomer and Generation X counterparts. Baby boomer consumers showed more positive attitudes towards symbolic advertisements than their Generation X and Generation Y counterparts. Generation X consumers showed more positive attitudes towards functional advertisements than the baby boomer and Generation Y groups. There were significant differences in attitudes towards two types (symbolic and functional) of advertisements in both baby boomer consumers and Generation X consumers.
본문·목차
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