| Scope and Method of Study. This study examines the effects of authority-based appeals in higher education advertising on Generation Y audiences, specifically college students, to determine if their attitude toward those appeals is moderated by their acceptance of authority. An experiment was conducted using a convenience sample of 111 Generation Y college students in Tulsa, Oklahoma. Four different advertising treatments were used including a control ad and three ads representing different levels of authority: external (university president), internal (parent) and non-authority (Generation Y student). Participants' attitude toward the ads was measured using Wells' Emotional Quotient Scale (EQ) and Reaction Profile. Rigby's Authority Behavior Inventory was used to measure participants' acceptance of authority.;Findings and Conclusions. Results indicated that Generation Y can be reached using advertising and other recruiting materials featuring Generation Y models. Findings were supported by research found in the literature review that suggests people prefer advertising models and spokespersons similar to themselves. In addition, the results indicate no significant relationships exist between respondents' acceptance of authority and attitude toward the ad in this study. Implications and recommendations for future research are discussed. |
