INFLUENCE OF GENDER AND AGE ON CONSUMER ATTITUDES TOWARDS ADVERTISING
DOI:
https://doi.org/10.15547/tjs.2024.2.25Keywords:
differences in consumer attitudes, advertising influenceAbstract
The purpose of this article is to investigate and establish the influence of gender and age on the attitudes of young consumers of advertising. To achieve this goal, an empirical study was conducted with a contingent of 474 young respondents, whose advertising needs were analysed in three Bulgarian universities. The research data confirm, albeit partially, the presence of an influence of gender on the cognitive and affective attitudes of young consumers, with affect placed above cognition. When measuring the age differences, also by means of analysis of variance (ANOVA), a strong influence was found on the sample age group - young people aged 21 to 24 years, in which cognitive attitudes have the strongest manifestation compared to all others. Linear correlations between attitude types indicated that stronger affective attitudes evoked stronger cognitive and conative attitudes in youth. The obtained scientific results can serve specialists in the psychology of advertising, behavioural psychology and some business organizations in Bulgaria.
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