Van der Goot, M.J., Rozendaal, E., Opree, S.J., Ketelaar, P., & Smit, E. G. (2016). Media generations and their advertising attitudes and avoidance: A six country comparison. International Journal of Advertising. Advance online publication. doi:10.1080/02650487.2016.1240469

Abstract: This cross-national survey (N D 5784) examined generational differences in media
use, advertising attitudes and avoidance for five media (websites, social media, mobile
phones, television, newspapers) in six countries (Germany, Spain, United Kingdom,
United States, France, and the Netherlands). The results showed that the net
generation and the newspaper generation, but not the TV generation, were clearly
distinct in the frequency of their media use in all six countries. For advertising
attitudes, generational patterns were visible, however, neither for all media nor in all
countries. When generational differences did occur, the net generation was on the
positive end, whereas the newspaper generation was usually the most negative. For
advertising avoidance, generational patterns were less present and consistent. The
findings point out interesting directions for future research. Practical implications for
advertisers and media planners are discussed.

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