Work

Age‐Related Differences in Responses to Emotional Advertisements

Year: 2005

Type: article

Abstract: This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed influences of age and time horizon perspective on responses to different types of emotional ads. Ads focusing on avoiding negative emotions were liked and recalled more among older consumers and among young consumers made to have a limited time horizon perspective. This research illustrates the importance of considering age-related differences in information processing due to motivational as well as to cognitive changes.

Source: Journal of Consumer Research

DOI: 10.1086/497545

Authors: Patti Williams, Aimee Drolet

Institutions: University of Pennsylvania, University of California, Los Angeles

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2125391862

FWCI: 14.76

Cites: 38

Cited by: 334

Related to: 8