Imagery usage in non-profit advertisements: a case for millennial consumers
by J.C. Blewitt; Kyle Mckiernan
International Journal of Social Entrepreneurship and Innovation (IJSEI), Vol. 6, No. 1, 2021

Abstract: This article investigates imagery preference for millennial consumers in the context of non-profit advertisements. We propose that the millennial generation has a tendency to be a more promotion-focused group and thus, prefers positive ad-imagery to negative ad-imagery. Terror management theory and regulatory focus theory guide the hypothesis development in this research. A study of 140 millennial consumers supports the central premise of the paper that millennials prefer positive ad-imagery and respond more favourably to ads that elicit feelings of positivity over fear. These results suggest that non-profit firms seeking donations should consider using strategies that incorporate positive ad-imagery when targeting millennial consumers, who will make up a large majority of their donors in the coming decades.

Online publication date: Tue, 30-Nov-2021

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