Influence of Disability-Inclusive Advertising on Behavioral Intention - An Intergenerational Analysis

Yukta Kulkarni and Kavitha Iyer

Studies in Media and Communication, 2023, vol. 11, issue 6, 271-287

Abstract: In recent years, although inclusive advertising has emerged as a vital focus for global brands, the representation of individuals with disabilities has predominantly been viewed through an ableist lens. The main purpose of this study is to examine the influence of disability-inclusive advertising on the behavioural intentions of Generations X and Z in relation to social inclusion. Based on the theory of planned behavior (TPB), we investigated intergenerational attitudes, subjective norms, perceived behavioral control, self-schemas, anticipated regret felt (moderators), and behavioral intention towards a disability-inclusive advertisement as the stimulus using a sample of 270 respondents recruited using stratified convenience sampling. While the study revealed impartiality of attitudes and subjective norms regarding disability inclusion, perceived behavioral control was affirmative and notably more robust in Generation X as compared to Generation Z. The analysis reveals positive behavioural intentions to promote social inclusion for individuals with disabilities. This study provides important contributions to marketing and sociology by highlighting the crucial role of inclusive advertising in fostering favorable behavioral intentions among targeted audiences. This unique study, represents initial investigation into inclusive advertising within the Indian context, with a specific emphasis on its capacity to foster a favourable socio-psychological change within two prominent societal groups.

Date: 2023
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