ETHICAL IDEOLOGY EFFECTS ON ALCOHOL ADVERTISING APPRAISALS: THE MODERATING ROLE OF STRENGTH OF ETHNIC IDENTIFICATION

摘要

Maciejewski (2004) estimated Generation Y members total 60 million making it comparable to the 72 million Baby Boomers. Spending power was estimated to be $153 billion (Morton 2002) and have influenced their parents to spend $48 billion (Rushkopf 2001). Research shows college students, members of Generation Y, are considered to be unique in the sense that they report to be trendsetters, early adopters, acquire long-term brand loyalties and preferences for products, and strive to achieve a high standard of living (Wolburg and Pokrywczynski 2001). The contribution of our research is to shed light on the process in which Generation Y consumers' ethical ideology impacts alcohol advertising responses. Additionally, this research studies how this relationship is mediated by ethical appraisal of the alcohol ad and moderated by the strength of ethnic identification.