Using Cultural Intelligence (CQ) to Explain Differences Between Gen-Y and Baby Boomer Preferences for Models with Disabilities in Advertising

The research examined Gen-Y (ages 26–41 years) and Baby Boomer (ages 58–76 years) preferences for ads using models with varied physical abilities. Specifically, a model in a wheelchair was presented in one ad, with the control ad showing a model not in a wheelchair. Cultural intelligence (CQ) was introduced as an individual difference variable to help explain variations in acceptance of images of diversity in advertising between Gen-Y and Baby Boomer populations. Cultural intelligence measures one’s ability to navigate effectively across environments with people from diverse cultures. This research explored how one’s CQ level would impact attitudes toward the ad, brand, and purchase intention between the two age groups when using models with different levels of physical ability. Participants from a U.S. sample (n = 153) were recruited and randomly assigned to a 2 (age cohort: Gen-Y vs. Baby Boomer) × 2 (disability: wheelchair vs. control) between-subjects factorial design. The Gen-Y cohort demonstrated higher levels of CQ than Baby Boomers, leading to more favorable attitudes toward the ad, brand, and purchase intention for the ad with a model in a wheelchair. In contrast, Baby Boomers did not experience this relationship. Theoretical advances and implications for advertisers and society are discussed.