ABSTRACT This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age. The findings suggest that younger consumers more likely had favorable responses to CSR advertising than older consumers. Floodlight analysis—derived from an earlier method (Johnson and Neyman, 1936)—suggests that although millennials did not support CSR initiatives motivated by a vertical collectivistic orientation, such as fulfilling duties, consumers from Generation X and baby boomers did. Baby boomers did not use a horizontal individualism value (e.g., freedom and uniqueness) in evaluating advertisers' motives in supporting social causes, whereas millennials and Generation X consumers did.

中文翻译：

---

代际差异如何驱动对社会问题广告的反应？

摘要这项研究调查了消费者基本价值取向的影响，以确定消费者是否根据年龄对企业社会责任（CSR）计划做出不同反应。研究结果表明，年轻消费者对企业社会责任广告的反应比年龄更大。Floodlight分析（源自较早的方法（Johnson和Neyman，1936年））建议，尽管千禧一代不支持垂直的集体主义动机推动的CSR计划，例如履行职责，但X一代和婴儿潮一代的消费者却支持。婴儿潮一代没有使用水平的个人主义价值观（例如，自由和独特性）来评估广告商支持社会事业的动机，而千禧一代和X世代消费者则这样做。