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<p>A survey of 327 Millennial and Gen Z consumers, utilizing a newly developed multi-dimensional scale, reveals that social conservatism is significantly associated with lower levels of societal advertising skepticism (β=-0.175). Liberal young consumers demonstrate greater receptivity to societal advertising messages, while their conservative counterparts are less skeptical regarding the relevance of advertising in conveying societal messages. These findings contribute to the literature by empirically substantiating the dimensionality of societal advertising skepticism and advancing the understanding of ideological influences on advertising responses. The study also offers practical insights for designing effective societal advertising campaigns targeting younger audiences.</p>

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Exploring the impact of social conservatism on skepticism toward societal advertising among millennials and Gen Z: a multi-facet perspective

  • 期刊论文

  • 发表日期：

    2026年7月11日

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  • Christos Livas,
  • Eirini Peitzika

摘要

A survey of 327 Millennial and Gen Z consumers, utilizing a newly developed multi-dimensional scale, reveals that social conservatism is significantly associated with lower levels of societal advertising skepticism (β=-0.175). Liberal young consumers demonstrate greater receptivity to societal advertising messages, while their conservative counterparts are less skeptical regarding the relevance of advertising in conveying societal messages. These findings contribute to the literature by empirically substantiating the dimensionality of societal advertising skepticism and advancing the understanding of ideological influences on advertising responses. The study also offers practical insights for designing effective societal advertising campaigns targeting younger audiences.