Age‐Related Differences in Responses to Emotional Advertisements
- 1 December 2005
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 32 (3), 343-354
- https://doi.org/10.1086/497545
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.This publication has 8 references indexed in Scilit:
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