Purpose

This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.

Design/methodology/approach

Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the number of models, age of those models and ad value message. Cohorts are divided into pre-millennial (35 and older) and millennial (18–34) age groups. Subjects respond to a variety of statements associated with the ads. ANOVAs are run to determine significant differences or similarities between cohorts.

Findings

Women of different ages have different value systems. Pre-millennials prefer ads featuring other-focused value messages and containing multiple female models. That preference is moderated for those who feel a strong closeness to other women. They prefer ads featuring single female models with other-focused messages. Millennials express no preference for the number of models or value messages. Those with high perceptions of closeness to women, however, express a preference for ads featuring multiple models, irrespective of value message. Further, perceived age similarity between consumers and models moderates the pre-millennial’s versus millennial’s attitude toward ads featuring mature female models and single versus multiple models.

Research limitations/implications

Only American women were surveyed for this research. Further, only one product was used to assess attitudes.

Practical implications

Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer attitude depending on viewers’ age and preference.

Originality/value

This research fills an existing lacuna in studies involving female consumers by exploring and testing significant differences among women of different ages and value systems and their attitudes toward marketing communications.

中文翻译：

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不同的女性，不同的观点：年龄、特征和女性对广告的反应

目的

本研究旨在检查两个基于年龄的女性消费者群体之间的不同消费态度，因为它与营销传播的处理有关。

设计/方法/方法

三项研究使用了 10 次重复的酒精饮料广告。广告在模型数量、模型年龄和广告价值信息方面各不相同。队列分为前千禧一代（35 岁及以上）和千禧一代（18-34 岁）年龄组。受试者对与广告相关的各种陈述作出反应。运行方差分析以确定队列之间的显着差异或相似性。

发现

不同年龄的女性有不同的价值体系。前千禧一代更喜欢以其他为重点的价值信息并包含多个女性模特的广告。对于那些与其他女性有强烈亲近感的人来说，这种偏好会有所缓和。他们更喜欢以单身女性模特为特色的广告，并提供其他重点信息。千禧一代对模特数量或价值信息没有偏好。然而，那些对与女性亲近的人有很高的看法，他们表示偏爱具有多种模型的广告，而不管其价值信息。此外，消费者和模特之间的感知年龄相似性缓和了前千禧一代与千禧一代对成熟女性模特以及单身与多模特的广告的态度。

研究限制/影响

这项研究只对美国女性进行了调查。此外，仅使用一种产品来评估态度。

实际影响

广告商必须意识到目标消费者的年龄。此外，广告中表达的任何文化价值观都会根据消费者年龄产生不同的影响。最后，模特的数量会影响消费者的态度，这取决于观众的年龄和偏好。

原创性/价值

这项研究通过探索和测试不同年龄和价值体系的女性之间的显着差异以及她们对营销传播的态度，填补了涉及女性消费者的研究中存在的空白。